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I think it's time to stop splitting hairs when it comes to the definition of loyalty. Our lead story in 1to1 Weekly details a loyalty program in the works at True Value hardware that focuses on share of wallet. Does share of wallet equal loyalty? Yep. For me, increasing share of wallet, regardless of what kind of company is behind the effort, passes the loyalty test. It encourages incremental spending. It generates more revenue for the company. It generates more data about the most valuable customers. It gives customers a reason to plan on a future with the company who is getting more share of wallet. I guess you could argue that share of wallet is a less than perfect strategy. You could argue that it doesn't necessarily add value to the customer. But at the end of the day a company needs to increase business generated from its customers for the long term. You call it what you want.