Cover Story: Child's Play

giggle's loyalty program is dubbed the "G List" and costs $50 to join, but members get a $75 gift certificate when they do so. Wing says, "If we're planning a special storewide sales event, we let these members know about it before anyone else."

giggle uses its channels for both marketing and operational efficiencies, according to Wing. The company, for example, won't stock less popular colors or styles of certain products in stores in some cities. However, if a customer wants these less-popular styles in a store where they're not regularly available, they can use that store's "Internet Shipping Program" and have it shipped home for free.