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Okay, here is a great way to not really cost efficient. any time you buy something for your company, see if you can use it in multiple wayes. this comes from angela couple who started home aroma. for example, this is the packaging for the caviar eye cream. look at size. this is also a travel size for other product or o t.o. hand out samples. think about this with brochures, pamphlets or mailing material. make them generic enough that you can use them for multiple targets in multiple places. so t...

Congratulations on the book. this is a big issue, creating customer loyalty. keeping a customer is cheaper than getting a brand-new one. lets dive in. you talk about teaching your customers. how does that have to do with loyalty? >> somebody buys something and they expect a result, they promise a result. we do everything we say to deliver on the product or service, but then, for whatever reason, they dont get the result. i think sometimes we underestimate somebody buys, i think you used software...

They get confused. >> we sell products online and we survey our customers immediately afterwards. i cant tell you how many times we had a customer unhappy because they lost their password or something silly like that. once we were able to reconnect them to the product, they were thrilled. having that follow up to make sure everything went well is certainly a necessary piece of it, i think. >> is that what you mean by reviewing results? >> yeah. its one of my favorite, as well. i think every comp...

And refer people to you. finally, surprise them. surprise your customers, how? >> that might be the free gift that you are alluding to more. i think we all -- one of the things about creating customer loyalty, creating referrals is that we have to do something that makes people talk. i think so often in our business transactions, maybe in life, we are disappointed when we buy things. so, i think if you become the company that overdelivers, you do overnight shipping when they thought they were go...

Is the most important. shoptixues is the brand it identify the most exclusive brands. if you are not on it, people are not worthy, in a way. so people find us to make sure they are indeed kind of on that platform. it is almost like, being zagga rated. >> another push has been for original content that makes shoptixues your source for whats in. they launched an on-line magazine, "the edit" which is the scoop on what and how to wear the latest trends, putting together looks and boutique spots. >> ...

Operations. you want it keep people engage pepd draw them in. get them to procrastinate. i think the take away for entrepreneurs in the whole range is we are all in the content business now. >> this is exactly your world. how important is content to you? >> we think of it as providing a great customer experience. when we sell our accessories line, we are not trying to sell a product, we are trying to give someone an understanding of how to wear it, how do get the value out of that. we think the ...