Many smart retailers exploit the element of Surprise to drive business, but I've just discovered a retailer where the element of Surprise IS its business.
If this blog had a house of worship, it would be the SomethingStore. Its concept is as simple as can be:
1) Send them $10
2) They'll send you something in return
The store's inventory is a random selection of stuff; recent "somethings" include everything from a magnetic dart board to a Bluetooth headset to a $25 BestBuy giftcard to a copy of Madden '08.
The company's site doesn't specify if the stuff sent is new or used, but given the extensive detail of what they will NOT send, the end result seems to be something relatively upbeat and harmless, providing a lot of bang for ten bucks.
No matter what you get, the product received is secondary; these guys are selling Surprise, pure and simple. Which is why they have become the first recipient of the Pow! Right Between The Eyes! Hero of the Month Award. Congrats!
Click the logo below and visit them. Tell 'em Surprise Central sent ya.
(And by the way, I just clicked "Send" to get my first Something from them. Details to follow.)