Share of Wallet is not Enough

Byron Sharp discusses the issue of share of wallet.  " ... In a recent Harvard Business Review article Tim Keiningham et al (Oct 2011) argue that managers should pay attention to “share of wallet”. To grow brands should aim to improve their share of wallet rank. To do this you obviously have to get customers who currently give you a very small share of their purchasing to give you a greater share – it’s logically impossible to get much more share out of customers who already give you near 100%. ... "