The importance of the loyal customer’s habits is based on intentions rather than frequency of visit as this has more relevance, they frequent the store often therefore the intention has greater significance. The one off shoppers attend KDS around seasonal periods and the frequency of the visits has more significance for them then their overall intentions. Their main intentions are purchasing for others and browsing. The figure shows loyal customers spend a substantial period of their visits browsing; KDS needs to understand what it needs to change to focus more of this time on purchases. KDS needs to generate new loyal customers and could focus on changing the purchase behaviour from others to self-purchase and make the appeal of the store not specific to a certain season or period of time. KDS needs to generate more positive present experiences for one off customers, as at this point in time the balance is equal between past and present.