Customer share refers to the proportion of a customer’s needs or purchases that are met by a brand, company, or retailer within its sector. For example, if a customer makes half of their grocery purchases at Carrefour, Carrefour’s customer share for that customer is 50%. Customer share is rarely calculated on an individual basis, except in the context of B2B transactions. It is primarily used as a target to enhance the customer relationship. This approach assumes that increased revenue can result either from acquiring new customers or from increasing the amount spent by each existing customer. The concept of customer share is closely linked to customer loyalty and loyalty strategy (see the latter definition for an illustration of customer share strategy).