Marketing Performance Measurement in FMCG Share of Wallet in Italian Retail Industry

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. On the basis of 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 two Italian leading chains: Superò, a master franchisee of SMA Spa (owned of 27 small supermarkets under control of the French Auchan Group) and Decò-Multicedi (the Group is a multi-channel company based on network of 5 Ad Hoc cash & carry centers, 253 Decò outlets and 3 Ayoka pet shops) located in Campania Region.