"Where's Roger?"

Several times, I've described how I frequently order railroad books from a small store in California that specializes in them. Lately, I've started ordering railroad books from the local Barnes & Noble. Why?

* Experience. I like the ritual of ordering a book, getting phone call that it's in, driving to the store, and having an iced coffee when I pick up the book.

* Apathy. More important, although I've been a consistent customer for several years, the store has never once acknowledged my purchases. A simple unexpected "thank you" postcard, or a $5.00 gift certificate at birthday time, would have been enough.

The store also no longer mails me their monthly catalogs --which I know they still print because they include with shipments.

"Big box" stores aren't always to blame for stealing business from small competitors. The competitors are responsible, too.

Guerrillas work hard to prevent customer defections.