Grass-roots marketing: Retailer mails hand-written thank you notes to shoppers

In Palm Springs, Calif., one retailer is going back-to-basics for customer service, reviving the art of the hand-written thank you note.

The Desert Sun reports on a campaign by regional chain Diane's Beachwear, in which store staffers send personalized and signed thank you cards to recent visitors, tucked with coupons and invitations to try other locations.

Another old-school idea that Diane's is practicing: Sales staff keep "client books," to facilitate deeper relationships with repeat customers.