Not to derail things and I haven't read the whole thread so maybe this happened to someone else, but still;
I am one of those people for whom GW should have a bonus program. Not only do I tend to buy directly from them, but I also buy quite a lot.
What happened though as I wad ordering "To My Local Store" was that they started nagging at me at the store that I should order from the store - because appearantly if I ordered from home the local shop did not get 'credited' for this, but instead all the glory went to the UK webteam (despite me having stuff delivered to my local store).
And it's more than just a joke 'cause they keep bringing it up every time I come by to pick something up. Actually expecting me to make two 20km trips to first place an order (at the store) and the return to pick the stuff up. It's not like I'm getting the stuff cheaper. No return-gestures at all, just semi-joking comments whenever I order from home and 'only' pick the stuff up at the store.
For the rest of this general thread I feel GW has clearly taken a high road with pricing and marketing. And it does seem that there are directives coming from management telling employees to harp on people who arn't loyal enough. They probably create more enemies than friends in doing that, but then again with their prices being what they are they are likely to come out winners for the few stupid sods (like me) who still buys most of our stuff directly from them.