A holy grail in business is to secure repeat business from loyal customers. And while nearly two thirds of marketers still believe that brand love motivates these repeat purchases, the reality is that more pragmatic considerations, like convenience for example, has a bigger impact on driving those repeat purchases. Marketers often idealize loyalty as a form of emotional devotion, but research shows it's driven by far more practical factors, like providing that level of convenience, product performance, and situational needs.