It's easy to get caught in this trap. You visit Starbucks every day, so you know what a "loyal" customer looks like (she looks like you).
Businesses that have loyal customers have an advantage. Not every business can have loyal buyers (I realize this goes against everything you've been taught). Brands that have loyal buyers tend to have three advantages.
- Customers "need" what you sell (i.e. a Pharmacy, Target).
- Customers "want" what you sell (i.e. Starbucks).
- The "need" or "want" must be replaced, often.