Andy Sernovitz has an excellent point: In grocery stores, why don't they have a 'super lane' for shoppers with $200 of groceries? Two cashiers, two baggers and they're treated like stars. Instead of rewarding only the shoppers with 10 items or less.
I say - why not reward all shoppers? Have the super lanes for overflowing carts, and the 'lite' lanes for shoppers with a few items.
How could you make your customers feel special, in an industry changing way?