Converting favorable other-brand loyals is profitable, if it can be done, because, typically, consumers deliberately develop brand loyalty to enable efficient shopping within a particular category.

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When consumers develop brand loyalty, they often do so to simplify their decision-making and save time and effort when shopping in a particular category. If a company can convince these consumers to switch to their brand, they may become long-term loyal customers who continue to choose that brand for future purchases, leading to increased revenue and profitability.

Converting Favorable Other-Brand Loyals Is Profitable, If It Can Be