MARKETING PERFORMANCE MEASUREMENT IN FMCG SHARE OF WALLET IN ITALIAN RETAIL INDUSTRY

In the retailing business the process of Marketing Performance Measurement (MPM) is particularly important because it permits to better plan the sales, and increase traffic both in terms of customers‘ visits and sell-out. Implementing a system of MPM means to be able to arrange a metrics‘ set that bears the best measure of these phenomena. The purpose of this thesis is to determine the share of visit (SOV) and the share of purchase (SOP) in consumer goods retail industry. Important is to understand which are the levers that foster the customers traffic in the stores and consequently increase their store purchases. The share of wallet (SOW) of each customer derives from these latter components: SOV and SOP. The analysis is focused on Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG).