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Let’s Get Personal
A friend of mine is a devoted customer of a bath and body products shop in her local suburban town. There is nothing exclusive about the merchandise — most of the products can be bought online or at a number of other stores, often for a slightly lower price. My friend doesn’t care about any of that.
“They know me there by name, and they know what I like,” she told me. “They even email when new products come in that they think I would like. So what if it’s a little more expensive?
