Loyalty, Nordstrom-Style

I thought this was an interesting article about how Nordstrom rewards their most loyal customers. They throw some really nice private parties, champagne included, for their biggest spenders. The article has an interesting remark from a Macy's rep, who says they prefer to be more inclusive, a very different approach. It shows in the public's perception of those two stores, though, IMHO -- Nordstrom is seen as a snooty, upscale store that caters to the rich, where Macy's is just a higher-priced version of JCPenney or Kohl's.

Would you rather have fewer wealthy customers, or more middle- to upper-middle income customers? That's what sets the two stores apart.