Praise to Infrequent Customers

Kevin Hillstrom had a post entitled “Praise to Infrequent Customers.”  In it, he demonstrates how “infrequent customers” can make the difference between profit and loss in a multichannel environment.  I’m curious to hear reactions, and if there are any special actions retailers have taken to cater to customers who don’t visit that often.  It’d be tough to cost justify the same rewards your best customers get, so what can you do to make them feel special when they do visit and purchase?
–Josh