It pays to be loyal. Though I see no reason why customers should be loyal - if the customer is the king, shouldn't the companies be loyal to the customer? I would rather call it patronage.
In any case, this "patronage" resulted in obtaining The Lost Symbol by Dan Brown for £0.99. Now isn't that cool?
I have been buying books from Foyles for some time now. Every time I buy something worth £15 I get a stamp. The personnel at the cash counters are pretty decent. They stamp the Foyalty Card (that's what they call it) even when the cost of a book is £14.50 or thereabouts. Once you get 10 stamps, you are eligible to buy anything worth £15 (basically, 10%).
So, The Lost Symbol beckoned me and I am now following the exploits of Professor Robert Langdon (he always ends up with a super smart lady companion, have you noticed?).
Why didn't I purchase a book of more lasting value, you ask?
Oh come on! Don't be a snob!
Besides, I do not think it would have made for an attention-grabbing headline. Do you think you would have stopped to read a blog titled "Think Twice for £0.99".
That was the other book I picked up :)