I've started reading the new book by Tom Peters called The Little Big Things. In the first couple pages he mentions that little things that cost you 2 cents can be worth much more to your business. Such as candy on the counter top of your receptionist's desk.
Yesterday I saw my own version of this. I went for a quick lunch at a Chinese restaurant that served value lunch meals so the price point matched with the quality of the food they served. I ordered and had to go to the restroom; I noticed one distinctive difference that was out of place for the restaurant in the restroom - they had three-ply tissue rolls in there. THREE. When other restaurants with the same package of benefits (price, promo, place and product) were offering their customers one-ply tissue, here they were giving us three-ply. Seems like a very, very small thing that they could have gotten away with. They chose to offer something slightly better and I'm sure it does not go unnoticed every time a customer goes to their restroom.
Interesting to actually see the concept at work. Small ideas can make your business stand out and even retain or attract new customers. Have you seen any 2 cent ideas in action?