Do you ship books to customers often? Do you ship to customers at all? When packaging a book for shipment, be sure to include marketing materials about your store.
Items might include a book club brochure, an upcoming events flyer, a bookmark, or the IndieNext flyer. Even though that customer is not visiting with you face-to-face at the register, it doesn’t mean you cannot handsell to them. And just because they do not visit your store often does not mean they wouldn’t like to have books signed by the author.
You should also consider a handwritten thank you note to your shipping customer. Or print out information on a similar title from your website and jot a note on it, “I thought you might like some information on A Star for Mrs. Blake because I remember you loved The Postmistress.”
The only time this customer might have contact with you is on the phone, electronically though your website or email, and by opening a box. Make it personable and they’re more likely to return.