Cha-ching! (7-29)

Western Garden Centers in Salt Lake City, Utah, claims it offers plants that will grow in the region's unique landscape of mountains, valleys, deserts and lakes. And to prove it, the garden center posts on its website success-story testimonials from customers.

This is "Cha-ching!" on several levels. Certainly, the testimonials serve to brand the store as THE resource for area plants. This feature also engages customers in an interactive way; they seem to revel in the chance to tell what has worked for them and why. Finally, the practice creates a bond among the folks who have become Western Garden Centers "extended family members." And they have "extended family reunions" every time someone new posts a story.

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