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
Segment your customers to find the diamonds in the rough
Not all customers are equal but it is difficult to dig through all of your data to find the best customers.
Repeat Customer Insights will automatically analyze your Shopify customers to find the best ones. With over 150 segments applied automatically, it gives your store the analytics power of the big stores but without requiring a data scientist on staff.