Share of Wallet (SOW) is an important concept in business marketing. It describes the share of a customer’s total spending that a company is able to capture and retain. Put more simply, SOW measures how much of someone’s wallet an individual business captures, and how much is being captured by its competitors.

From a business perspective, share of wallet provides useful insight into customer spending patterns and marketing effectiveness. Companies can use this information to shape their product offerings, customer retention initiatives, marketing campaigns, and customer engagement strategies. By making strategic decisions, such as offering customer rewards programs, discounts and promotions, businesses are able to satisfy their customer’s needs and offer them more value. This can help a company to convert new customers and better retain existing customers, increasing and maintaining its share of wallet.

SOW also provides businesses with insight into their rivals’ market share. Companies can compare their own SOW performance to their competition, giving them the opportunity to strengthen their own presence in the market.

The benefits of increasing share of wallet can be significant to both the company and the customer. For businesses, increased SOW results in added revenue, enhanced customer retention, better customer satisfaction, and improved brand loyalty. For customers, it can mean attractive deals, price discounts, and loyalty rewards.

By understanding customer spending patterns, businesses can tailor their product offerings and marketing campaigns accordingly in order to maximize customer spending and increase share of wallet. Doing so allows businesses to capture and retain more of their customer’s spending, leading to increased profits and customer satisfaction.