Airlines have been at the forefront of rewarding loyal passengers with those frequently flier clubs that entitle big fare discounts based on the mileage they’ve traveled with them or their partner airlines. Yup. Those mileage points pile up if you travel with airlines that are part of their alliance.
Can small business with small profit margins take the same route? Why Not? Customer loyalty should always be rewarded. Frequent buyers or even first time buyers appreciate an email or two that remind them how wonderful it was to get their business with even token discounts or special products that are in the same league as their previous purchases.
Amazon does this form time to time. In fact, the site knows your last purchases and recommends new items the next time you visit their site. I think it pays a lot to get something like this offered in your business.