One way a business can show off its commitment to customer service is by referring to customers by their names. Newsagents should urge their team members to do this, to make the personal connection by name when interacting with customers. It subtly reinforces a personal level of service the shoppers will not experience in other shops selling what you sell: supermarkets, convenience stores and petrol outlets.
I think it also helps build a nice little community in store. Everyone wants to feel special.