new bottles which you hadn't tried before, that they thought you would love. Not only that, but they handed you a card for each bottle with the story behind the makers, sommelier written tasting notes and food pairings, and its very own individually constructed matching recipe. But just before you walked out of the store, they had a look had a quick look at your customer file and saw that you had tried a bunch of new regions, wine styles, production methods and even shared notes with friends over the last month, so they rewarded you with points to redeem for free bottles on your next visit.