A huge variety of behavior can get lumped in with customer behavior. Some behavior is positive, some negative, and some neutral.
Loyalty and retention programs at their core are tying to encourage a limited set of positive behavior (e.g. buying, social sharing). There's more behavior that you might want to encourage or discourage in your store though.
It's a good practice to sit down and list what behavior an ideal customer would have. Consider all types, don't limit yourself to just positive behavior.
If you describe exactly how an ideal customer would interact with your store, it can become easier to build systems to support or discourage that behavior. Those systems will make running the store easier as customers are guided closer to becoming your ideal customer.
Eric Davis
Learn what your customers are actually doing instead of just guessing
One of the best ways to build a sustainable business starts by getting your customers to come back. Mastering that simple process can be difficult, but builds a lifelong business.
Repeat Customer Insights can help you understand your customer's behavior. With its collection of behavior reports, you can see what they're actually doing instead of guessing and having your efforts fall flat.