Read this article published by Shopper Technology Institute summarizing a share of wallet analysis by Ipsos Loyalty's Matt McNerney and Tim Keiningham at the 2011 LEAD Marketing Conference in Chicago.
In today’s competitive marketplace, customer loyalty isn’t enough to succeed. It is important to grow share of wallet. This is a percentage of consumer spending within a category, as identified by a brand, store or company. Traditional metrics of loyalty program effectiveness, such as customer satisfaction or Net Promoter Scores, can be greatly enhanced by measuring share of wallet.