CEOs are under tremendous pressure to beat quarterly earnings and so, naturally, the only thing they care about are sales. But paying too much attention to the cash register could be fatal. Among the customers that shop at your store there are 2 kinds of personalities: those that shop because they simply love you and those that shop for the lack of better alternatives (at the present time). And while the cash register sees both groups as one the truth is that they are completely different. A retailer’s survival depends on growing category 1 while eliminating category 2.