Net Promoter Score, in short NPS, is the most widely used system for measuring consumer loyalty to brands.

From its creation until now, Net Promoter Score has transformed from a simple indicator into a complex system, which helps brands to know how to position themselves in the market, both in the eyes of customers and in relation to competition.

Understanding NPS market positioning helps brands remain relevant. Therefore, MKOR supports Romanian retailers through launching the first NPS report in the industry, calculated between April 2021 – March 2022.

The NPS score report in Romanian retail market

Regardless of how you monitor the NPS score (internally or externally), see instantly how your brand positions itself in relation to industry benchmarks: the minimum, average and maximum values of the NPS score in Romanian retail.

Discover below the NPS in Romanian retail in 2022.

Discover the interactive dashboard indicating the minimum, average, and maximum NPS scores in:

  • Romanian Fashion Market
  • Romanian Jewelry & Watches Market
  • Romanian Care & Beauty Market
  • Romanian Home Appliances Market
  • Romanian IT&C Market

Compare your brand’s NPS score with that of the local retail market!

NPS report in Romanian retail 2022 methodology

  • Source: Consumer Trends.Live
  • Sample: Fashion N = 5,189, Jewelry & Watches N = 5,189, Care & Beauty N = 5,189, Home Appliances N = 5,609, IT&C N = 5,609
  • Sample characteristics: national representative by gender, age and region. 95% confidence level, max. error +/- 1.4%
  • Target: general population of Romania aged between 18 and 65 years
  • Research method: poll
  • Instrument: questionnaire
  • Approach: online, through the MKOR Panel

Discover the NPS score of Romanian retailers

We understand how valuable the constantly updated data from the retail market is for retailers, that is why we launched the first real-time market study in Romania – Consumer Trends.Live.

The Consumer Trends.Live platform is a complete market intelligence tool, through which retailers can track and understand market indicators, such as the NPS score of retail brands and leaders, to remain relevant to their target audience, but also one step ahead of the competition.

Through the first .Live market study in Romanian retail, we monitor 7 different industries:

The retail brands tops by NPS in 2022 are updated monthly and are accessible free of charge 24/7 in the pages dedicated to each market.

➡ Request a free demo to discover how the data helps you monitor the NPS of your brand and your main KPIs in real time, as well as how to get valuable insights about your consumers and competitors.

NPS score in the Romanian Fashion Market April 2021 – March 2022

  • Minimum NPS score in the Romanian Fashion Market – 16
  • Average NPS score in the Romanian Fashion Market – 52
  • The maximum NPS score in the Romanian Fashion market – 82


NPS score in the Romanian IT&C market April 2021 – March 2022

  • Minimum NPS score in the Romanian IT&C market – 35
  • Average NPS score in the Romanian IT&C market – 55
  • The maximum NPS score in the Romanian IT&C market – 70


NPS score in the Care & Beauty market in Romania April 2021 – March 2022

  • Minimum NPS score in the Care & Beauty market in Romania – 23
  • Average NPS score in the Care & Beauty market in Romania – 5
  • The maximum NPS score in the Care & Beauty market in Romania – 85


NPS score in the Romanian Jewelry & Watches market April 2021 – March 2022

  • Minimum NPS score in the Romanian Jewelry & Watches market – 23
  • Average NPS score in the Romanian Jewelry & Watches market – 59
  • The maximum NPS score in the Romanian Jewelry & Watches market – 70


NPS score in the Romanian Appliances market April 2021 – March 2022

  • Minimum NPS score in the Romanian Appliances market – 27
  • Average NPS score in the Romanian Appliances market – 52
  • The maximum NPS score in the Romanian Appliances market – 67


What is Net Promoter Score?

Net Promoter Score (NPS) was introduced in 2003 by Fred Reichheld, a Bain & Company consultant, as a new way to measure how good a company’s relationship is with its customers.

Specifically, NPS measures loyalty to a product / service / brand by asking a simple, direct question to customers: “How likely are you to recommend the product / service / company X to friends or colleagues?”

This may be followed by follow-up questions, which explore the main reasons for satisfaction and dissatisfaction.

How is Net Promoter Score calculated?

The probability of recommending a certain product / service / brand to acquaintances is determined using an 11-point scale, from 0 to 10, where:

  • 0 is least likely to recommend the product / service / company,
  • 10 is most likely to recommend it

Based on the answers received, customers are then segmented into 3 distinct categories:

  • Promoters (scores 9-10): loyal customers, very satisfied with the product / service / company, who will continue to buy and recommend to others, being the foundation for strengthening the market position and increasing sales.
  • Passives (scores 7-8): satisfied customers, but not necessarily enthusiastic, who can be easily influenced by the offers of competitors and can always choose other competing brands.
  • Detractors (scores 0-6): dissatisfied customers, who can negatively influence the evolution of the brand through the unfavourable recommendations made.

Finally, the Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. NPS score is reported as -100 to +100.


How to interpret Net Promoter Score

The interpretation of the obtained value is done in context, taking into account a multitude of variables. However, regardless of the particularities of the market:

  • An NPS score greater than or equal to 60 is excellent
  • An NPS score between 30 and 60 indicates an average level of satisfaction
  • An NPS score between 0 and 30 indicates a low level of satisfaction
  • An NPS score below 0 indicates a very low level of satisfaction

Net Promoter Score (NPS) in retail

Net Promoter Score can also be used to discover the loyalty of consumers in an industry or market by determining its average NPS.

The particularities of the industry or market determine the value of the average score, therefore the interpretation of a brand’s own NPS must be made first of all in relation to the industry / market benchmarking.

In addition, the particularities of the industry also indicate how often it is recommended to measure Net Promoter Score. For example, volatility and effervescence of the retail industry mean that NPS should be measured frequently, for example shortly after each successful shipment of a product.

How often is NPS measured in retail?

Measuring a retailer’s Net Promoter Score provides a snapshot, a static capture of a finite moment in time.

In order to have an overview of customer loyalty at key moments, such as discount season, holidays, months when sales stagnate, etc., the NPS needs to be measured several times a year.

But the real value of Net Promoter Score in retail is revealed through constant monitoring. Only then can a brand understand how its customers’ perception evolves.

Continuous assessment of NPS at multiple points of contact can help identify pain points before they become critical.

Scor NPS in retailul din Romania 2021-2022

Already monitoring your NPS score?

Net Promoter Score is a fast and financially effective way to measure your progress against your market competitors, especially against the top players.

Even if there are different performance indicators, in the case of B2C businesses the NPS can also be a good starting point in finding out customer satisfaction.

Explore in depth the opinion of your customers, directly from the source. Find out which are your brand’s strengths and which are the aspects that need improvement from the customer’s point of view through the customer satisfaction study.

Then use your Promoters to increase your Social Score through the Email Marketing Reviews funnel. Contact us!

NPS benchmarking in the global retail market

According to the Retently study, the average worldwide NPS score in retail in 2022 was 61 points.

NPS retail global

In general, retail brands fall into the following categories, depending on the NPS:

  • The lowest performing brands (25% of the total) have an NPS score of 0 or less
  • Brands that find themselves around the industry average (half of them have a below average NPS score, and the other half have a higher NPS score than the average)
  • The highest performing brands (25% of the total) have an NPS score of +72 or higher

If benchmarking is not available in a particular market, the brand can use its own past data to monitor how it has evolved in its customers’ perception.

How to improve your retail NPS score

  • Use the data you gain

Net Promoter Score is the voice of customers, an indicator of how well the brand excels and what needs to be improved.

This metric system helps to find out information about Promoters and Detractors and the reasons why these customers fall into the mentioned categories.

Along with data such as main retail purchasing indicators evolution, market trends or indicators such as Purchasing Frequency, Budget and Purchasing Channel, the NPS can highlight growth opportunities and even be the basis for predictions related to customer loyalty.


  • Focus on customer experience

A Gartner study found that 81% of companies expect to compete solely based on customer experience.

Focusing on the customer in every department of the business can help reduce and improve customer experience discrepancies.


  • Address the Detractors

Collecting data and improving products or services are just the first steps in creating a better customer experience. The last step in this process is to address the Detractors and let them know about the improvements made.

This will help dissatisfied customers feel appreciated, but it can also convert them from Detractors to Promoters.


  • Make use of the Promoters

Promoters are the brand’s fans, those that are already loyal to it. Therefore, these customers can become brand ambassadors. How?

  • Through loyalty programs that reward their support
  • Through actions that increase the social score of the brand (reviews, recommendations, videos)


  • Learn from competitors

NPS benchmarking should not stop at comparing industry average scores. The NPS score of market leaders provides insights into what they do to build customer loyalty.

Market leaders’ detractors also provide valuable information on what needs to be improved, and the disadvantages of leaders can be the advantages of other retailers.

Cum sa imbunatatesti scorul NPS in retail 2022

Trends regarding NPS score in 2022

The Romanian e-commerce market grew by 10% YoY in 2021 compared to the previous year, according to the GPeC report.

The growing trend of online orders is also supported by the January 2022 Eurostat report, according to which 88% of Romanians used the Internet at least once in 2021, and 44% of Internet users made at least one online purchase.

The appetite for online shopping thus sets a new trend for NPS in 2022.

This year the emphasis will be on the transactional relationship of brands with their customers, on finding out the NPS score after one or even every customer interaction with the company, for example after a complaint or a call, after a return or after logging in on the website.

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