Retailers sometimes inspire customer loyalty by actions as well as merchandise. The Sears Heroes at Home program — which assists military families facing hardship — is an example.
Sears joined up with Rebuilding Together, a volunteer home rehabilitation organization, to repair and adapt the homes of selected service men and women.
After Sgt. Ryan Major of Silver Spring, Md., was critically injured in Iraq, Sears — through Heroes at Home — provided, for Major’s home, an elevator, a wheelchair accessible bathroom and bedroom, landscaping and a deck.
If you are a small retailer, you surely cannot do that much to help someone, but if you want to show your support for the troops, perhaps you could offer a discount to members of the U.S. Armed Services or have occasional sales just for members.