For what it's worth, doing that usually results in a totally new customer account with that retailer rather than just tricking the discount code checker or whatever. For Wiggle, go nuts, but as someone who has worked in ecomm for small businesses for a while it's fucking annoying. My personal brand of payback for that is that loyal customers get early access, better discounts in promo times, etc, and this is based on spend and profitability. Anyone playing the new email trick will never end up on my good list, and neither will anyone who returns loads of stuff or only buys things from clearance. Its amazing how many customers I have come across who think they've played a huge part in building [brand] up to whatever it is, but in fact may have cost the business money overall.