Share of Wallet

Share of wallet measures what proportion of a customer's spending in your product category is captured by your brand rather than by competitors. It is an advanced indicator of loyalty and preference.

Calculation: Share of Wallet = Spending with you / Total customer spending in the category x 100. For example, if a customer spends $500 per year on cosmetics including $200 with you, your share is 40%.

This metric is difficult to measure directly because it requires knowing the customer's spending outside your store. It is estimated via surveys, panels, or aggregated card data.

Fullmetrix models share of wallet from purchase frequency, average basket, and sector benchmarks to identify customers with intra-segment growth potential.