I recently ordered some parts for my car. It was a complex schedule of repairs between my main mechanic, the tire shop, some of my own work, and another guy - a

I recently ordered some parts for my car. It was a complex schedule of repairs between my main mechanic, the tire shop, some of my own work, and another guy - and with a hard deadline at the end, so I paid for rapid shipping from one company. They got back to me the next day by email, saying "you're in California, too, so we were able to get you two-day shipping by ground: there's no need to pay for the premium option. How do you want the refund?" You better believe I ordered the rest of the parts I needed from them, and (when I need something else, next time) they'll be the first place I'll look, and probably where I buy, even if I might be able to save $10 buying something somewhere else. It was a small, unexpected thing, and it's the best marketing dollars they'll ever "spend" to win my custom.