Loyal customers choose you above others - others that could be offering them a better or discounted price

A woman holding up a shirt at a store for her friends to examine.

I like sticking with the same brands and companies because I know I can trust them.

— Jasmine, loyal customer

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Other customer types

Woman standing in a parking lot looking at her watch.
Woman sticking her head out a car window and smiling.
Woman dancing in the club.