A couple months ago I purchased a Loblaws gift card as a thank-you present for a helpful friend. I misplaced the card and thought it was gone for good, until I recently found it in a pile of shredded documents. I have no idea how the card ended up there but the damage had been already been done. Not quite ready to admit defeat or accept the loss of my money, I fished out all of the pieces of the card and taped them back together to see if I could get a new card or my money back. I didn't have high hopes and felt a bit foolish walking into a store with my taped up card (it's a very high quality shredder) but the number was discernible so I thought I'd give it a shot. I was very surprised by the extremely high calibre of customer service I experienced. Not only was I given a new card, but the store clerk was helpful in a very friendly and empathetic fashion. It was an unusual request, and she spent about ten minutes making sure I could get my money back. I left the 17 Leslie St. Loblaws store in Toronto with a new card for the original value and with the impression the sales clerk had really gone above and beyond her job description to help me. Customer service is an integral aspect of brand loyalty and the experience definitely made me more likely to return to a Loblaws branded store.