Share of Wallet in FMCGs Retailing: Proposing a Conceptual Model

Abstract

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is considered, a cognitive gap that determined a decrease of marketing relevance within firm and organizations. Based on relevant literature on retailing and an explorative case study, it will be proposed a conceptual and pragmatic model to investigate MPM for a consumer goods retailer. The model is aimed to identify antecedents of “share of purchase”, “share of wallet”, and “share of visit”. An early test of the model has been carried out on three Italian leading chains: Superò, a master franchisee of SMA Spa (owned of 27 small supermarkets under control of the French Auchan Group), Decò-Multicedi (the Group is a multi-channel company based on network of five Ad Hoc cash & carry centers, 253 Decò outlets and three Ayoka pet shops) located in Campania Region. “U2” (the outlets label of Unes Spa, Finiper Group, operating mostly in northern Italy, with a chain of more than 190 direct and franchise supermarkets).