Real Lovers are Rare
You would expect popular everyday brands to be chosen frequently by most of its buyers. Let’s take a look at a popular brand in the UK, Pepsi Cola, and how often people choose it. The number of shoppers who purchase Pepsi just once in a year is the same as the number of people who buy it two to five times. As purchase frequency increases the number of people with that purchasing frequency consistently drops. This same pattern also holds for very frequent behaviors like grocery shopping. Half of Tesco’s shoppers in a given year visit a Tesco store less than six times, and one out of seven shoppers only once (see figure 1). No wonder brands experience massive buyer churn: Rare buyers are much more likely to not buy next year.