Many brands invest heavily in "Loyalty Programs" designed to turn light buyers into heavy buyers. Romaniuk and Sharp argue this is mathematically inefficient. The bulk of a brand’s sales come from light buyers—people who buy you maybe once a year.
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The book focuses on providing "evidence-based answers" to common marketing challenges, moving away from traditional marketing myths toward a science of growth. Mental and Physical Availability Many brands invest heavily in "Loyalty Programs" designed