Serendipity in marketing

Take my local (independent) supermarket. They have a simple loyalty scheme that gives presents (a can of coke, a soup bowl..) when you spend a certain amount… but they never announce the rules. I used to think it was crazy, how can you motivate action like this? But then I realised that it is the unexpected, spontaneous act of kindness which builds true loyalty…

Found in a comment of nice article. Random act of kindness can be a really powerfull marketing tool!