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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 tip number 145, make all of your marketing materials do triple duty. >> for the past couple of weeks ...

Congratulations on the book. this is a big issue, creating customer loyalty. keeping a customer is cheaper than getting a brand-new one. let's 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 don't get the result. i think sometimes we underestimate somebody buys, i think you used software as a great example and they only use 10% of it. we want to continue to educate them to get the mo...

They get confused. >> we sell products online and we survey our customers immediately afterwards. i can't 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. it's one of my favorite, as well. i think every company needs to have a results review. a process where you go back 60, 90 days and make sure the clie...

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 going to get it in three to five days. i bought a bunch of shoes and they threw in a bunch of socks. i...

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 what's 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. >> the vision behind the edit was to create seamless editorial through immerse. we do this through per...