Interesting read here about why Borders imploded. The quote I took away is this:
If you’re a retailer, loyal and engaged customers are six times more likely to visit your locations. Consumers are looking to be delighted, and only real brands that can engage customers can do that. Loyal customers follow “The Rule of Six”: they’re six times more likely to rebuff competitive offers, and six times more likely to invest in your company.
Delighting people. Engage them. Create authenticity by being real. Become indispensable. Render experience. And you will be rewarded six-fold.
That’s a pretty good reward.