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How to Add Personality to Your Loyalty Program

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This story appears in the October 2012 issue of Entrepreneur. Subscribe »

Regardless of what a small business sells--sandwiches, car washes, dog food--its customer-loyalty strategy usually consists of some variation of "Buy 10, get one free." But after that free coffee or frozen yogurt, what's next?

At FoBoGro (short for Foggy Bottom Grocery) in Washington, D.C., what's next is a ring toss for the opportunity to win a discounted bottle of wine, a spin with one of the founders in his Porsche or a 30-second shopping spree.

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