🎓 Definition

Defines the percentage of expenses of a group of products compared to the total basket value. Imagine a Customer spends 10 USD on her store visit. Of this 10 USD, 2.75 USD have been spent on toothpaste and toothbrushes. The Oral Care share of the Wallet of that customer in that shopping trip is then 27.5%.

The SOW can also be used to measure customer behavior toward an activity

Imagine you run a promo for a Shampoo valued at 3.9 USD. If the Shampoo SOW is 95%, it means that the shopper came to your store to buy this promo only, indicating that no additional purchase has been generated from the promo.