Suppose you learned that most of your brand’s buyers are switchers… that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that’s a typical pattern for many grocery brands, for example.
You’re probably thinking, Can this really be true? Isn’t marketing about building engagement to create and then “lock in” super-valuable customers? Well, here are some sobering facts about the average brand.
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