Building an eco-community around your store

I'm on a mailing list for a green retailer, so I got some promotional e-mail the company is sending out. The key is that the store is going above and beyond to build a community of green-thinking, and most of all, loyal, customers.

From that e-mail message, let me list the many ways the company is offering entry-points for customers.

• yoga and reflexology sessions
• new full house line of inexpensive green cleaners and refills
• store visit by local Green Party candidate
• free product samples
• 20 percent off sale
• tone in e-mail is personal, friendly, and engaging

For a change, I'm not linking to anything. I just want to make the point that if you can build your customers into a community, that's a real competitive advantage.