While in store, they can track trip details including tagging merchandise they liked, taking and sharing pictures with friends for instant reviews, buying surprise gifts by reviewing items liked on the store website.

FORBES: When smart phones and smart friends go shopping together

Alerted by the disruption caused to all air traffic by the Iceland volcano dust explosion in April 2010 to the power of using social media to communicate with frustrated passengers, KLM started intercepting their customers' Tweets and Facebook remarks and dreaming up little surprise, individualised gifts or events - when, at least, some of them travel.

BBC: Why kindness can help businesses grow

Pleasure and surprise are some of architecture's most important gifts, and they come only from the most subtle and complex creative acts.

WSJ: Notes from the Archive: James Frazer Stirling, Architect and Teacher, at the Yale Center for British Art | Postmodernism's Pivotal Figure | By Ada Louise Huxtable