Share of Wallet: Publix Supermarkets

Share of wallet (or SW) is a measure of customer loyalty and can be an important metric. While the individual share of wallet (or iSW) sheds light on how important the firm is for an individual customer in terms of his expenditures in the category, the aggregate share of wallet (or aSW) indicates how important (value wise) a specific firm is for its customer base in terms of their expenditures in the category.

Let’s look into an example.