1. NPS loyalty level
of hypermarket customers
of goods for repair and home
Please note that all data in the report has been changed and serves for demonstration purposes only
2. General information
TA R G E T
P R O J E C T
Loyalty level assessment using the method NPS as
well as customer loyalty to the hypermarket chain
TA S K S
▪ Loyalty level assessment using the method NPS
▪ Satisfaction Index Calculation
▪ Identification of factors of satisfaction with store performance
▪ Identifying reasons for dissatisfaction with store performance
▪ Departmental satisfaction ratings
G E O G R A P H Y
Big cities
O B J E C T S O F
R E S E A R C H
Hypermarket chain visitors
M E T H O D O F
R E S E A R C H
Telephone survey of loyalty
card holders and personal
survey at points of sale
S A M P L E S I Z E
1000 respondents
T I M E L I N E S
2
April 2023
4. Characteristics of surveyed hypermarket visitors
4
➢ The survey included only those respondents who had recently completed
renovations (up to 3 months) or were currently doing it. Among them the
majority made purchases in the A-build hypermarkets (90.0%) and B-
construction (63.5%).
➢ Many of the respondents visit several hypermarkets in search of the
necessary materials for repairs. The most popular stores among respondents
are “C-system" (23.5%), "D-build", "E-build" - 16.5% each, "F-system"
(16.0%) and "G-construction" (12.0%).
Stores where respondents made a purchase in the
last 3 months
Shop Shares
A-build 90.0%
B-build 63.5%
C-build 23.5%
D-build 16.5%
E-build 16.5%
F-build 16.0%
G-build 12.0%
H-build 8.0%
I-build 2.0%
J-build 0.5%
K-build 0.5%
L-build 0.5%
M-build 0.5%
N-build 0.5%
➢ Among all respondents, only 10% have not made a purchase in the A-build
hypermarket over the past three months. Of these 70% or 7% of the total
number of respondents visited it. That is 7% of respondents visited the A-
build hypermarket but did not make a purchase there. Only 3% of
respondents did not make purchases there.
N=1000
5. 5
Level of satisfaction with hypermarket "A-build"
38,0%
9,5%
25,5%
12,5%
3,0%
7,0%
3,5%
0,0%
0,5%
0,5%
10 баллов
9 баллов
8 баллов
7 баллов
6 баллов
5 баллов
4 балла
3 балла
2 балла
1 балл
Respondents were asked to answer the question of how satisfied they were with
the work of the hypermarket and rate the degree of satisfaction on a 10-point
scale. Based on the assessments obtained, all respondents can be divided into 3
groups:
1) “Promoters” are respondents who rate the likelihood of recommending a
store at 9 and 10 points. The share of such respondents was 47.5%.
2) “Neutrals” - rate the level of satisfaction at 7-8 points. The share of such
respondents was 38.0%.
3) “Critics” rate their level of loyalty at 0-6 points. The share of such
respondents was 14.5%.
Loyalty index of visitors to the A-build hypermarket, calculated according to the
methodologyNPS, amounted to 33%, which is slightly below the national
average.
The average market level of loyalty in the “medium+” segment is about 40-42%.
Loyalty level NPS among hypermarket visitors
N=1000
1 point
2 points
3 points
4 points
5 points
6 points
7 points
8 points
9 points
10 points
6. FA C TO R S O F C U S TO M E R
S AT I S FA C T I O N A N D D I S S AT I S FA C T I O N
7. Satisfaction factors
7
Satisfaction factors
hypermarket "A-build"
➢ Largest quantity of positive feedback got: wide assortment (36.0%), high
level of service (22.4%), location (9.6%) and display of goods (8.3%).
➢ Also many respondents are attracted by the absence of a large number of
people in the sales area, thanks to which they can calmly examine the goods,
the pleasant atmosphere and design of the sales area and a large amount of
free space.
0,7%
0,7%
2,0%
2,0%
2,3%
2,3%
2,3%
2,3%
2,6%
2,6%
4,0%
8,3%
9,6%
22,4%
36,0%
Наличие и обновление новинок
Акции, специальные предложения
Услуги дизайнеров
Мало людей
Широкая ценовая линейка
Бонусная программа
Качество продаваемых товаров
Большой размер
Отличное соотношение цены и качества
Прочие услуги (доставка и пр.)
Низкие цены
Выкладка товара
Месторасположение
Уровень обслуживания, консультанты
Широкий ассортимент
Factors Shares
A wide assortment 36.0%
Level of service, consultants 22.4%
Location 9.6%
Display of goods 8.3%
Low prices 4.0%
Excellent value for money and quality 2.6%
Other services (delivery, etc.) 2.6%
Wide price range 2.3%
bonus program 2.3%
Quality of goods sold 2.3%
Big size 2.3%
Design services 2.0%
A few people 2.0%
Availability and update of new products 0.7%
Promotions, special offers 0.7%
Satisfaction factors
hypermarket "A-build"
N=1000
Assortment
Consultants
Location
Display of goods
Low prices
Other services (delivery, etc.)
Value for money
Large magazine size
Product quality
bonus program
Wide price range
Few people in stores
Design services
Promotions, special offers
Assortment update frequency
8. Factors of dissatisfaction
8
Factors of dissatisfaction
hypermarket chain "A-build"
➢ Among factors of dissatisfaction hypermarket "A-build" respondents mainly
noted high prices (27.2%). Opinions were also divided on the level of service
(21.6%), breadth of assortment (17.6%) and location (16.0%).
➢ Respondents also noted that they were not satisfied with the long procedure
for returning goods, dirt on the shelves and unpleasant smell in some stores,
and the lack of convenient navigation.
Factors of dissatisfaction
hypermarket "A-build"
Factors Shares
High prices 27.2%
Level of service, consultants 21.6%
Narrow assortment 17.6%
Location 16.0%
Other services (delivery, etc.) 3.2%
Price tags, little/incorrect information about the product 2.4%
Wide price range 1.6%
Poor value for money 1.6%
bonus program 1.6%
Long wait at the checkout, at the delivery of goods 1.6%
Schedule 1.6%
Parking 1.6%
Availability and update of new products 0.8%
Quality of goods sold 0.8%
Design services 0.8%
0,8%
0,8%
0,8%
1,6%
1,6%
1,6%
1,6%
1,6%
1,6%
2,4%
3,2%
16,0%
17,6%
21,6%
27,2%
Наличие и обновление новинок
Качество продаваемых товаров
Услуги дизайнеров
Широкая ценовая линейка
Плохое соотношение цены и качества
Бонусная программа
Долгое ожидание на кассе, на выдаче товара
График работы
Парковка
Ценники, мало/неверная информация о товаре
Прочие услуги (доставка и пр.)
Месторасположение
Узкий ассортимент
Уровень обслуживания, консультанты
Высокие цены
N=1000
High prices
Consultants
Not good assortment
Location
Other services (delivery, etc.)
Incorrect product information
Parking
Schedule
Long wait at checkout
Bonus program
Poor value for money
Wide price range
Design services
Product quality
Availability of new products
10. Evaluation of sales departments
10
Worst departments
hypermarket "A-build"
Among the worst departments of the A-build hypermarket respondents named: electrical, wall panels, floor coverings.
The main reason for dissatisfaction with the departments of the A-build hypermarket is narrow assortment and high prices. Respondents' opinions on assessing the
best and worst departments were also divided. And among the best departments they noted: shade panels, household utensils, kitchen utensils, floor coverings.
Worst departments Shares
Electrics 20.0%
Wall panels 18.3%
Floor coverings 10.0%
Ceiling coverings 5.0%
Paints and varnishes 5.0%
Ceramic tile 5.0%
Power tools 5.0%
Household utensils, kitchen utensils 5.0%
Construction Materials 5.0%
Lamps 3.3%
Sanitary Ware 3.3%
Bathrooms, showers 3.3%
Bathroom accessories 3.3%
Dry mixes 3.3%
Faucets 1.7%
Doors 1.7%
Fasteners, chains 1.7%
Best departments Shares
Wall panels 17.8%
Household utensils, kitchen utensils 13.7%
Floor coverings 12.3%
Sanitary Ware 10.6%
Lamps 5.1%
Ceramic tile 4.5%
paints and varnishes 4.1%
Bathrooms, showers 3.4%
Fasteners, chains 3.1%
Power tools 3.1%
Dry mixes 3.1%
Electrics (light bulbs, switches 2.7%
Bathroom accessories 2.7%
Faucets 2.7%
Construction Materials 2.7%
Ceiling coverings 1.7%
Bathroom furniture 1.7%
Water supply 1.7%
Hand tools (shovels, etc.) 1.7%
Doors 1.0%
Ventilation 0.3%
Best departments
hypermarket "A-build"
N=1000
11. Evaluation of sales departments
11
Competitive departments where respondents
made purchases
➢ Respondents did not give a clear preference to one or another store
in the “building materials” and “wall panels” departments since in
each store these departments lead in the number of purchases. This
suggests that respondents compare the assortment of goods in these
departments between stores in the city. Since many respondents made
purchases from competitors in the “wall panels” department, noted
in “A-construction“ as the worst then it can be argued that this
department in the A-build hypermarket needs improvement.
➢ Construction materials department in "A-construction» was rated
fairly neutrally by respondents. That's why the strongest competition
on it constitute "B-build" and "C-build."
➢ In category flooring products on which customer opinions are “A-
formation“ were divided, based on the larger number of purchases
among competitors we can distinguish "B-build“. It is the main
competition for “floor coverings”. Also "C-build" can compete in the
"household utensils" department.
TOTAL D-build B-build E-build C-build G-build
Wall panels 20.0% 28.6% 12.5% 33.3% 30.8% 0.0%
Construction Materials 20.0% 14.3% 18.8% 16.7% 15.4% 0.0%
Floor coverings 8.9% 14.3% 9.4% 0.0% 15.4% 100.0%
Electrics 6.7% 0.0% 6.3% 16.7% 7.7% 0.0%
Hand tool 6.7% 0.0% 9.4% 0.0% 0.0% 0.0%
Power tools 6.7% 14.3% 9.4% 0.0% 0.0% 0.0%
Household utensils 6.7% 0.0% 3.1% 16.7% 15.4% 0.0%
Dry mixes 6.7% 0.0% 9.4% 0.0% 0.0% 0.0%
Ceramic tile 4.4% 0.0% 3.1% 16.7% 7.7% 0.0%
Fasteners, chains 4.4% 0.0% 6.3% 0.0% 0.0% 0.0%
paints and varnishes 2.2% 0.0% 3.1% 0.0% 0.0% 0.0%
Sanitary Ware 2.2% 14.3% 3.1% 0.0% 0.0% 0.0%
Faucets 2.2% 0.0% 3.1% 0.0% 0.0% 0.0%
Doors 2.2% 14.3% 3.1% 0.0% 7.7% 0.0%
N=1000
12. Respondents wishes for work
12
Customer wishes for hypermarket operations
➢ A third of respondents would like to see lower prices close to other hypermarkets in the
city (for example, B-build).
➢ Also many respondents advised expanding the range in some departments: finishing
materials, wallpaper, ceramic tiles, flooring, bathroom furniture, power tools, doors.
Some spoke in favor of improving the quality of goods in the wallpaper department.
➢ 12.5% of respondents are not satisfied with the location of hypermarkets. Respondents
would like to see more chain stores in the city and advise ensuring accessibility to public
transport.
➢ About 10% of respondents would like to see more attentive, responsive and competent
salespeople, and a larger number of salespeople in departments.
Wishes Shares
Lower prices 29.2%
Range 18.1%
Location 12.5%
Attentiveness of sellers 8.3%
Discounts 6.9%
Stock 5.6%
More sellers 5.6%
Service 2.8%
Product quality 1.4%
Competent sellers 1.4%
Openfood-court 1.4%
More convenient parking 1.4%
Loyalty program 1.4%
Opening hours (until 22.00) 1.4%
Website 1.4%
Speed up the unloading of goods 1.4%
N=1000
13. Summary
13
✓ The majority made purchases in the A-build hypermarkets (90.0%) and B-construction (63.5%)
✓ 7% of respondents visited the A-build hypermarket, but did not make a purchase there
✓ Loyalty index of visitors to the A-build hypermarket using the method NPS amounted to 33%, which is slightly below the average level in
this price segment
✓ In the satisfaction assessment the greatest number admitted a wide assortment of the hypermarket (36.0%), high level of service (22.4%),
location (9.6%) and display of goods (8.3%)
✓ Factors of dissatisfaction with the A-build hypermarket: high prices (27.2%), opinions are divided in the level of service (21.6%), breadth of
assortment (17.6%) and location (16.0%).
✓ Among the worst departments of the A-build hypermarket respondents named: electrical equipment, wall panels and floor coverings
✓ Among the best departments they noted: wall panels, household utensils and flooring
✓ In competitors' stores, respondents most often made purchases in the following departments: wall panels, building materials, floor
coverings
✓ The “wall panels” and “building materials” departments in “A-build” need improvement; they compete with “B-build" and "C-build"
✓ In the product category “floor coverings” “B-build" is the main competition
✓ "C-build" can compete in the "household utensils, kitchen utensils" department
✓ The wishes of the majority of respondents regarding the operation of the A-build hypermarket mainly come down to lower prices,
promotions and discounts, as well as expanding the range and ensuring transport accessibility (including the opening of additional stores)
