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Marketing is more challenging and crucial than ever before. Consumers have more choices for how they spend their money and interact with brands. To drive greater loyalty and engagement, companies must enhance customer relationships beyond traditional strategies. As brands continue to face growing competition for consumer dollars, it’s become more important for organizations to create positive experiences by sending unexpected gifts and perks to reinforce loyalty via a surprise and delight strategy. Implementing surprise and delight tactics helps brands augment an existing loyalty or marketing initiative by targeting key customer segments. These initiatives also strengthen emotional connections between consumers and the brand, and invite recipients to share their positive experiences with others. To strengthen customer loyalty, organizations are best served to include surprise and delight as part of a larger marketing strategy to “wow” recipients and keep them engaged.