Hudson's Bay Company in Canada operates The Bay, Zellers, Home Outfitters, and hbc.com. At each of its stores and its Web site, it gives HBC Rewards that enable members to earn points, which can be redeemed in the HBC Rewards catalog for various items, including travel, leisure and entertainment items, Air Miles reward miles, or Bay and Zellers gift certificates. To use the system, customers have to provide their HBC card number. This reward program enables Hudson's Bay to engage in _____ interactions with its customers.