@LA Guy Sorry my language was imprecise, I meant that most shoppers don't exhibit loyal behavior but the ones that do generate the most value, etc.
No, I understood your point, but I specifically clarified because the way your phrased it leads to erroneous statements, like the one above. Most shoppers do, in fact, exhibit loyal behavior. The language though, makes it seem the opposite. "Loyalty" is like like "I love X and will keep on going there." It's mostly just conditioning through habit. You can "feel" loyal to one merchant, but actually exhibit more loyal behavior towards another. For example, I might be a proponet of one merchant, but when asked by a friend, who needs X in a very short time, I might just say "Meh, just Amazon Prime it", because their speed of shipment and ease of return has prompted my behavior, rather than just some unquantifiable feeling of "I want to support X merchant."