top of page

How does card-linking increase your share-of-wallet?

For payment card issuers, share of wallet represents what percentage of a customer's transactions are made with your card. The average consumer has 3-5 different cards in their wallet, so becoming their number one card of choice allows you to gain the following benefits:

  1. Increased revenue from interchange fees or credit card interest

  2. More funds to invest as customers are more likely to deposit their salaries

  3. Stronger brand engagement, allowing you to up-sell additional financial products

  4. An increase in the number of peer-to-peer referrals

Focusing on share of wallet saves money on bringing in new customers, as retaining customers costs about 6 to 7 times cheaper. This is why businesses should put less effort into winning new customers and more on increasing their share of wallet for current, loyal customers.

To discover how card-linked rewards can help you increase share of wallet, keep reading below.

How to assess your competitions share of wallet

To assess your competition and work out your share of wallet, use the “Wallet Allocation Rule”.

It focuses on two key factors, being the number of brands within a specific category and their ranking in regards to customer preference.

With the data you gather, you can figure out who in your category has the highest share of wallet which will enable you to work out what strategies you may need to implement to increase revenue from your existing customers.

Strategies to increase your share of wallet

There are many tips to increase your share of wallet that aim to improve your rank:

1. Spending more time analysing customer data

Put time aside to really understand and know your customers. Constantly check back to see what's changed. Are they using your card less on grocery shopping? More on subscription products? More on dining out? By knowing their spending behaviours, you can figure out the best way to target them and deliver the solution to meet their needs.

2. Tracking and increasing your customer satisfaction

Carry out regular satisfaction surveys through email to obtain fresh, relevant data which you can analyse to discover where you could improve to increase your share of wallet.

3. Personalisation

To really stand out, you have create a product offering that really resonates with your customers. No more 'one size fits all' - you need to focus on personalisation. (read more below)

So where does LUX fit in to all of this?

You can strengthen your product offering with card-linking technology and rewards.

Dining out is a growing sector, across multiple customer groups, with 33% of consumers in London say that they’re dining out more often than in recent years.

Granted, some banks are trying to make the most of this, partnering with brands such as TasteCard. However, this is a low-brand discount card that focusses on cheaper, casual dining and therefore is not suitable for premium accounts and higher spending customers.

So, what can you do?

You can integrate LUX into your card offerings.

By doing this, your customers will gain a complimentary LUX membership (worth £200 RRP) to earn up to 10% of their restaurant spend back in rewards points, which is up to 5 times more value than certain AMEX cards and up to 20 times more than OpenTable.

These points can then be spent on hundreds of luxury rewards, including spa days, Ferrari driving, or hot air balloon rides. And with over 300 hand-picked, high-quality restaurants, bars, cafes and pubs across the UK, only the finest experience is promised.

Card-linking means that the whole process of earning points is seamless and discreet - an important factor for these discerning customers.

Our premium rewards scheme will strengthen the relationship between your customers and their payment card, ensuring that they rely on your card more to carry out their daily activities, thus increasing your share of wallet.


If you're interested in knowing more about LUX or card-linking, please email

95 views0 comments


bottom of page