Studies have proven that a whopping four-fifths of companies’ sales can be accounted for by only 2% of customers. These two-percent-ers are those who are really crazy about the brand and will eventually bring more customers. There exist specific reasons for their stickiness. Companies go to great extent using loyalty cards or sales coupons in order to identify this lot, but the process is actually not so complicated. Big Data has enabled organizations to get hold of this two percent crowd with greater ease. Future innovations must be made keeping in mind this specific audience. The organization must never lose track of this loyal niche in the drive to chase greater numbers as lack of engagement may lead to boredom. And once boredom sets in branding switching is not so far-fetched.