© 2018 ForeSee

F O R E S E E® E X P E R I E N C E I N D E X

N E T P R O M O T E R S C O R E † R E P O R T

†Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E ℠ R E P O R T

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The State of NPS

In the 15 years since Net Promoter Score℠ (NPS®)† was introduced, tracking and

improving it has become a top initiative and a closely watched KPI for executives.

It’s easy to understand why: NPS offers a simple, one-question formula for better

understanding customers.

Because so much is riding on NPS, access to real customer data and expert

analysis is vital. This report is based on our annual survey of more than 40,000

retail consumer experiences with brands in the U.S., U.K., and Canada. With that

input, we show you who's winning and who's coming up short — in store, web,

and mobile channels (pages 4-5). And we dive deeper, adding insight into what

customers want from retailers and data on how NPS differs across geographies,

gender, and other segmentations (page 9).

We’ve been collecting and publishing retail benchmarks for 16 years. The data and

insights that follow will help you understand consumer sentiment about your brand

and NPS in the retail industry. It will also help you develop strategies to improve NPS

and, by extension, the broader customer experience.

ForeSee can complement and extend NPS measurements with a proven methodology

that delivers actionable intelligence to drive business results. To learn about NPS with

predictive drivers, see page 10.

% PROMOTERS – % DETRACTORS = NET PROMOTER SCORE

†Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E ℠ R E P O R T

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Retail NPS RankingsHow 40,000 shoppers rate 50 leading brands

42 40 36 35 34 33 33 33 33 32

30 30 29 27 27 26 25 24 24 23

23 22 22 22 22 21 21 18 18 17

17 16 16 16 15 13 11 11 11 11

8 8 5 3 1 -2 -3 -4 -4 -8

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Omnichannel NPSRetailer rankings across store, web, and mobile

NPS RANK RETAILER NPS STORE

RANKWEB

RANKMOBILE

RANK

1 COSTCO 42 2 7 11

2 TRACTOR SUPPLY CO. 40 3 1 42

3 KOHL'S 36 5 4 8

4 AMAZON 35 - 3 2

5 LOWE'S 34 12 10 7

6 NEIMAN MARCUS 33 4 2 1

7 MENARDS 33 7 24 41

8 WILLIAMS-SONOMA 33 16 22 3

9 VICTORIA'S SECRET 33 22 16 9

10 JOHN LEWIS 32 6 8 13

11 NORDSTROM 30 19 5 24

12 T.J. MAXX 30 17 32 30

13 TARGET 29 18 11 19

NPS RANK RETAILER NPS STORE

RANKWEB

RANKMOBILE

RANK

14 J.C. PENNEY 27 14 12 25

15 NIKE 27 9 9 21

16 APPLE 26 1 6 26

17 ROSS DRESS FOR LESS 25 20 14 28

18 PETSMART 24 15 13 31

19 MACY'S 24 11 20 10

20 ADVANCE AUTO PARTS 23 8 27 12

21 PETCO 23 25 15 5

22 O'REILLY AUTO PARTS 22 10 42 20

23 AUTOZONE 22 13 31 6

24 DILLARD'S 22 27 39 4

25 MARKS AND SPENCER 22 32 18 36

26 BURLINGTON 21 21 17 32

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Omnichannel NPSRetailer rankings across store, web, and mobile

NPS RANK RETAILER NPS STORE

RANKWEB

RANKMOBILE

RANK

27 WALGREEN CO. 21 26 23 29

28 GAMESTOP 18 23 21 16

29 CVS CAREMARK 18 40 40 14

30 BED BATH & BEYOND 17 24 33 22

31 WALMART 17 28 28 33

32 BOOTS 16 36 26 18

33 NEXT 16 33 19 23

34 HOME DEPOT 16 34 30 34

35 RITE AID 15 45 43 17

36 OFFICE DEPOT 13 37 25 15

37 BEST BUY 11 30 35 27

38 FOOT LOCKER 11 31 29 35

NPS RANK RETAILER NPS STORE

RANKWEB

RANKMOBILE

RANK

39 H&M 11 42 34 37

40 DICK'S SPORTING GOODS 11 35 38 39

41 ZARA 8 29 50 49

42 GAP 8 38 36 44

43 CANADIAN TIRE 5 39 48 46

44 STAPLES 3 41 44 47

45 TOYS R US 1 43 45 43

46 FOREVER 21 -2 48 37 38

47 B&Q -3 44 49 50

48 TESCO -4 47 41 48

49 CARPHONE WAREHOUSE -4 46 46 40

50 SEARS -8 49 47 45

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T O P S T O R E S T O P W E B T O P M O B I L E

Brands That Get NPS Right Winners in store, web, and mobile

Customers expect retailers to excel in multiple

channels — but most brands can’t deliver. While

the data shows there’s a small group that perform

well on two channels, only one makes the top five

across three channels: Neiman Marcus. Mobile

seems to be the hardest touchpoint to master —

but it’s also the touchpoint customers are turning

to more every year.

F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E ℠ R E P O R T

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Category Highs and Lows Who is and who isn’t getting recommended

The aggregate NPS for all retailers across all three

geographies is 19. A brand like Next can score under that

number and still be considered a winner — but only in

fast fashion, the lowest scoring retail segment. Brands

such as Neiman Marcus, Apple, Williams Sonoma, and

especially Costco should be congratulated for placing

first in their categories.

- 1 0 0 1 0 2 0 3 0 4 0 5 0

APPAREL — FAST FASHION

APPAREL — TRADITIONAL

COMPUTERS / ELECTRONICS

HOUSEWARES

MASS MERCHANT

LOWNPS AVERAGE

HIGHNPS

-2 8 16

8

-4

-8

17

22

14

24

20

33

26

42

33

F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E ℠ R E P O R T

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Category NPS RankingsHow industry subsets are meeting customer needs

Pet and auto shoppers come to those categories with a built-in

emotional connection, giving retailers an opportunity to provide

memorable experiences. Conversely, fast fashion and tech are

more volatile markets, and sell to customers who are more

interested in great deals on new models and less loyal to brands.

PET SUPPLIES PETSMART, PETCO 2424% of shoppers have a separate holiday gift budget for pets

AUTO PARTS & ACCESSORIESADVANCE AUTO PARTS, AUTOZONE, O’REILLY AUTO PARTS 23Purchasers who start in desktop are just as likely to stay in desktop as they are to go to a store

APPAREL — TRADITIONALNORDSTROM, MACY’S, NEIMAN MARCUS, ETC.  2239% said brand familiarity draws them to these retailers

HOUSEWARESWILLIAMS SONOMA, BED BATH & BEYOND 2054% said a loyalty program is very important in their purchase decision

18Nearly 80% of all purchases are made in store

COMPUTERS & ELECTRONICSAPPLE, GAMESTOP, BEST BUY, CARPHONE WAREHOUSE 14More than 25% use ratings and reviews websites to help with purchase decisions

APPAREL – FAST FASHION H&M, ZARA, FOREVER 21, ETC. 816% visit fast fashion stores based on word-of-mouth recommendations

NPS

HOME IMPROVEMENTLOWE’S, MENARDS, HOME DEPOT, B&Q

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Segmenting NPS A deeper look reveals weak spots — and opportunities

G E N D E R

Men are far less likely to recommend, while women

are a bit above the retail average of 19. Delving into

open ends and complementing NPS with deeper data

can help retailers boost their standing with guys.

G E O G R A P H Y

U.S. shoppers give the highest marks, while Canadian

numbers plunge into the single digits — a reflection of

each country’s level of commitment to improving the

customer experience.

G E N E R A T I O N

The younger the shopper, the less impressed they are

with retail experiences. It’s a wake-up call for all brands:

Tomorrow’s buyers have new expectations, and earning

their loyalty will require rethinking the retail experience.

U . S . U . K .

C A N A D A

27 10

6

F E M A L E M A L E

22 12 22B A B Y B O O M E R S

8G E N E R A T I O N Z

17M I L L E N N I A L S

19G E N E R A T I O N X

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NPS with Predictive Drivers Know the benefits before you act

NPS with predictive drivers from ForeSee allows you to focus

on the drivers of experience to improve outcomes. Built right

into the ForeSee® CX Suite℠, this prescriptive capability uses

ForeSee's proven cause-and-effect model to allow you to:

• Know with certainty what to do next and why

• Quantify NPS at the touchpoint level for

CX improvements across the journey

• Benchmark NPS and drivers against competitors,

and by channel, device, or touchpoint

• Deliver NPS insights to every stakeholder

in the organization

D I G I T A L

S T O R E

MERCHANDISE

PRICE

PRODUCT DESCRIPTIONS

PRODUCT FINDING

ENVIRONMENT

MERCHANDISE

PRICE

SERVICE

1922%

37%41%

NPS

DETRACTORS PASSIVES PROMOTERS

F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E ℠ R E P O R T

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NPS and CX Insights for Every Industry See how businesses compete and win on customer experience

NPS is important across industries. ForeSee has published complementary

customer experience reports in Retail, Banking, Energy and Utilities, and Public

Sector. Click on the report icons below to download those reports and extend your

customer experience insights.

P U B L I C S E C T O R B A N K I N G R E T A I L E N E R G Y & U T I L I T I E S

To go deeper into the data, schedule a customized briefing: foresee.com/npsbriefing

About the ForeSee Experience IndexThe ForeSee Experience Index (FXI) is based on survey data collected from over

40,000 shoppers about their store, web, and mobile experiences. The study was

completed using a consumer panel representative of the general population fielded

in the fourth quarter of 2017. The retailers were chosen using the 2017 Deloitte

Global Powers of Retailing study, which ranks global omnichannel retailers by

revenue. ForeSee selected the top 50 non-grocery brands with operations in

the U.S., U.K., or Canada for the FXI. Net Promoter Score and NPS are registered

trademarks of Bain & Company, Inc.

ForeSee is the pioneer of voice of customer (VOC) solutions that measure and

improve the customer experience. ForeSee CX Suite is powered by the only proven

causal model that accurately connects CX improvements to business outcomes,

empowering business leaders with strategic and tactical CX decisioning. Thousands

of leading organizations in retail, energy and utilities, financial services, and the

public sector rely on ForeSee to give certainty to their CX initiatives.

ForeSee® is a registered trademark of ForeSee Results, Inc.