I headed to the deodorant aisle and started to pick up my usual deodorant brand.

However, as I reached for it, I noticed nearby a much lower-priced deodorant if I used Duane Reade’sdiscount membership club card.

This is a small card (in a credit card size and smaller "tag" size to fit on a key chain) that is freely given out to Duane Reade customers and entitles them to savings off various merchandise.

I analyzed the 25 percent discount price difference and to my own surprise I bought the lower cost deodorant.

(DIGRESSION: Why was I surprised? Here's how I shop. 1) I want convenience over price. 2) I hate shopping 3) I grab what I see and leave the store as fast as I can.

My wife, on the other hand is the direct opposite of me, and that’s one reason I love her so much and I’m glad we are married. END DIGRESSION)

I gave Duane Reade permission to capture customer data--in exchange for a discount on a purchase.

Now to some of you this may not sound like rocket science since businesses have been giving discounts (and even things for free) for ages.

But NO MY FRIEND, usually you get discounts when you don’t need it, or on something you don’t want.

The key is to give your customer the INCENTIVE when they need it and for what they want.