NPS in Poland by Omnichannel 2021

At the end of August/September 2021, we conducted another edition of the Omnichannel study, in which we comprehensively researched 9 market segments such as Multimedia, Apparel, Drugstores, Footwear, Home and Garden, Cinemas, RTV/AGD, Subscriptions, Telecommunications.

As in previous editions, so this time the key indicator that allows individual brands to compare themselves is the NPS index. Given that the entire methodology is based on asking a single question and the ratings for the answers are on a scale of 0 to 10, benchmarking between all industries is not only possible, but necessary. In addition, thanks to the fact that the Omnichannel survey is conducted every year in a standardized manner and its coverage is increasing, the loyalty indicators obtained during the survey allow comparisons between industries and between individual companies within an industry.

In 2021, three industries - multimedia, apparel and drugstores - received nearly identical NPS scores. A slightly lower score, but also above 50, was obtained by the footwear industry. These four mentioned segments are recommended by one in two shoppers.

As you can see, there is still potentially a lot of work to be done in telecommunications companies, subscription platforms or those selling consumer electronics/ white goods. One might be tempted to conclude that, probably through high price competitiveness in the least rated industry, respondents do not show a high degree of loyalty. It is also worth noting that purchases of telecommunications services are not as frequent as in the apparel or drugstore segments.

Therefore, it is worthwhile to further explore the topic and see what the differences are between the leaders and the lowest rated players in each industry.

Significant differences are noted for the footwear industry, but the one in which we recorded the biggest differences in the likelihood of recommendation rating is the subscription platform segment, where one entity scored a 1, while the highest score was 65, giving us a difference of as much as 64 points! The thriving segment has a lot to offer us, from global giants like Netflix and Spotify to domestic Polsat Box GO, so the differing ratings should not come as a particular surprise.

We recorded the highest willingness to recommend in the drugstore segment, which includes online and traditional sellers of cosmetics and home chemicals, at 74 points. In contrast, we found the lowest NPS index value in the telecommunications industry - it was -6.

For even more detailed analysis of the NPS index, including the results of individual industry players, I refer you to the Omnichannel 2021 survey reports. If you have any questions, concerns, comments or would like to use YourCX's services - feel free to contact us.