Rewards enhance the customer’s experience with your business. They’re a way to say thanks. They’re a way to express your appreciation.

Loyalty cards will work for almost any small retail business. For instance, I buy candles at a local gift shop. The shop owner keeps a little shoebox filled with customer cards. For every $10 I spend at the shop, my card gets a punch. After 10 punches, I get $10 off my next purchase. That’s a reward.

You can also use inexpensive, fun rewards to show customers you value their business. Including an unexpected freebie with a purchase costs little, but gives customers a great feeling.

Here’s an example. I ordered picture frames from an online seller. It was my first order with the company. When the frames arrived, the shipping box contained unexpected goodies. A catalog from the vendor, with a $5 discount coupon for my next order. And two little Tootsie Rolls! I got two rewards. Both small, unexpected and appreciated.

You can also reward customers on a larger scale. An antique store I frequent hosts occasional live music in the evenings. The shop stays open a couple of hours later than usual and features local musicians. The owner sends postcards to announce the free event, billed as “Customer Appreciation Night.” Cost to the shop owner is minimal. Return is great—because the event is perceived as a reward by customers.

Services businesses must be more innovative with rewards. One local home roofing company offers free annual roof inspections to customers who install new roofs. A dog boarding business gives my pups one free night for every seven paid stays. The owner also provides free dog treats.

When rewarding customers, get creative. Be surprising. Have fun. And your customers will too.