Share of Wallet (SOW)—sometimes called “Wallet Share”—is a metric that represents the percentage of a customer’s total spend within a category that is captured by a particular company or brand. It helps businesses understand how much of a customer’s budget they are capturing compared to competitors.
Achieving a high SOW tends to include:
- Tracking customer purchase behavior across multiple vendors
- Identifying gaps where competitors are receiving a greater portion of spending
- Tailoring loyalty strategies to shift more of the customer's business toward one provider
Companies leverage share of wallet insights to deepen existing customer relationships rather than focusing simply on acquiring new ones. For instance, a hotel chain that notices frequent travelers booking flights and rental cars through other providers may introduce bundled travel packages or targeted loyalty perks to encourage those customers to consolidate more of their spending. This action can ultimately lead to the hotel chain capturing more of those customers’ share of wallet.
By increasing share of wallet, businesses signal that they understand customer wants and needs. In this way, using this metric can guide a brand to greater customer loyalty and stronger alignment of their offerings with customer needs—all without necessarily expanding their customer base.
Win More Mindshare for Your Market Today
Case Study
TMT: Delivering Outstanding ROI and Global Sales Performance
Learn how 360insights worked hand-in-hand with an Information Technology Manufacturer and Fortune 100 Company to integrate partners globally and strengthen long-term relationships.
Using our Channel Success Platform™, partners saw an average of 226% more sales after one month with the program and a 41% increase in the rate of active partner purchases.