Thanks for this info, Leaford.
Not much incentive to make an account if you do not order since there are no forums or random giveaways on the website. Not a bad thing...just saying.
If their database is set up cleanly - almost any type of information combinations are easy extract and use to apply discounts to orders without coupon codes. I know I tend to order more stuff when I get a great first order discount, or the choice of a freebie with X amount of purchase. Anyway it's very easy for them to verify that the intended only recipients get the discount by matching database qualification.
However, I imagine that any sell is a good sell. It's better to get 80% of something than 100% of nothing for the vendor. Sure it stings as a loyal customer to not feel like you get an exclusive reward for your loyalty, but realistically in this age of instant gratification, look at me look at me, firsties!, social networking keeping anything hush-hush seems unlikely.
Personally I've always been a fan of the "surprise bonus goodies" included in orders. Maybe it's just me, but I get a rush out of even the tiniest crap thing extra inside my order box. I'm all about the oOOooOOOooo out of the box experience.