Is Your Store Full of Holes?

Because your customers shop around, you have something called leakage, and it comes in two forms. For example:
1. The Converted: customers who buy VMS from you, but also buy some VMS elsewhere
2. The Unconverted: customers who buy all their VMS elsewhere
This leaves you with your share of wallet. For instance, if your average shopper spends 70% or their VMS budget outside your store, you’re left with a 30% share of wallet. (And that could be very generous.)