Channel share of wallet analysis that shows the spend competitors still win.

Channel share of wallet analysis is a measure of how much of a channel customer's category spend goes to each brand, with the reasons buyers switch or stay loyal. Share of wallet looks at one customer's spend, where market share counts a brand's sales across the whole market. The measure tells a growing account from a losing one. Nextyn measures customer share of wallet through interviews with the distributors, dealers and trade buyers about every brand they stock, drawing on field presence in 85 countries.

A Nextyn share of wallet analysis delivers three outputs: brand-by-brand stocking and sales share, the triggers that make buyers switch brands, and the loyalty drivers worth protecting. Each output comes from interviews with channel customers, not from the client's own sales data, and share is calculated customer type by customer type against every competing brand:

• Stocking and sales share: your share of each customer type's category spend, against every competing brand
• Switching triggers: what moves spend from one brand to another
• Loyalty drivers: what keeps buyers with the brands they favor

Nextyn interviews the three groups of channel customers who split their category spend between brands: distributors and wholesalers, dealers and sub-dealers, and contractors, installers and other trade buyers. Each group is sampled by customer type and market, so share is reported where the client sells, not as a single average:

• Distributors and wholesalers who stock several competing brands
• Dealers, sub-dealers and trade counters beneath the first tier
• Contractors, installers and workshops who buy the category for their own jobs

Nextyn runs channel share of wallet analysis in the United States, Canada and Germany, among other markets, with field presence in 85 countries and 50+ languages in-house. Markets are agreed at scoping, so share is measured where the client's growth targets are set. Recent Nextyn channel work includes interviews with importers, distributors and installers across the United States, Canada and Germany, and distributor and retailer research in Canada, Brazil and Mexico.

Nextyn recommends commissioning share of wallet analysis before growth targets are set for existing accounts, and whenever accounts grow while overall category demand grows faster. At that point the analysis shows which accounts hold spend a competitor still wins, and what would move it. The analysis also earns its cost at three other moments: a new competitor entering the channel, a change to price or terms, and key accounts that stop growing without a clear reason.

A Nextyn share of wallet project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the category, the markets and the accounts or customer types in question.
2. Receive a plan within 48 hours: which channel customers Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where buyers agree, where they conflict and what is still open.

Nextyn sends a research plan within 48 hours of receiving the brief, stating which channel customers will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the markets and customer types in scope, so a single-market study and a multi-market comparison each get their own timeline. Nothing is commissioned, and no fieldwork starts, until the client approves the plan.

Nextyn's share of wallet analysis measures what channel customers buy from every brand in the category, while internal sales data records only what they bought from the client. Sales data shows whether an account is growing, and share of wallet shows how much of that account a competitor still holds.