By analysing the broader purchasing behaviour of customers it is possible to understand brand share of wallet for different customer segments (and to then profile those customers who spend across multiple brands). Identify which customers are loyal compared to other customer types in any industry.
For example, consider the share of service station spend by brand in New South Wales in May 2009. Customers purchasing from only one of Shell, BP, Caltex or Woolworths in the month accounted for over 50% of total service station spend in the month. Shell and Caltex Woolworths would appear to have a disproportionately large share of single brand customers.
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Share of Spend by Brand Relationship by State
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Similarly, it is then possible to consider trends in these metrics over time. Continuing the service station example, the proportion of total service station spend by customers who only shop with Caltex Woolworths has gradually increased over the past 18 months – potentially indicating that Woolworths fuel discounts are having a strong impact on customer loyalty.
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Share of Spend by Brand Relationship
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