How about an airline then:  <a href="http:&#x2F;&#x2F;qz.com&#x2F;533501&#x2F;half-of-american-airlines-revenue-came-from-13-of-its-customers&#x2F;" rel="nofollow">http:&#x2F;&#x2F;qz.com&#x2F;533501&#x2F;half-of-american-airlines-revenue-came-...</a><p>&gt; ... American Airlines president Scott Kirby gave a peek into the lopsided economics of his company, saying half of its revenue last year came from the 87% of its customers, who only flew the airline once.<p>The flip side is 13% of the regulars providing the other half of the revenue.  But those passengers are already familiar with you and using you regularly.  The &quot;light buyers&quot; comment is showing that the long tail matters too, and that they aren&#x27;t that familiar with your business&#x2F;brand, and also are unlikely to hang out&#x2F;be reachable in the same way those 13% are.<p>The regulars are a known base - it is the irregulars who do need focussing on.