NPS Benchmarks 2026

Retail NPS Benchmarks

Retail NPS reflects the in-store and omnichannel customer experience. Top retailers differentiate through knowledgeable staff, store ambiance, product curation, and seamless integration between online and physical shopping.

Industry Average

44

Good

Top Quartile

69

Top 25% score

Bottom Quartile

15

Bottom 25% score

How Retail Compares to Other Industries

Consulting
51
Financial Services
44
Retail
44
Automotive
39
Insurance
35
Telecom
24

Showing average NPS scores. Higher is better. Scale: -100 to 100.

Top Retail Companies by NPS

CompanyNPS ScoreRating
Costco74World-class
Trader Joe's68Excellent
Apple Store65Excellent
Nordstrom58Excellent
Target50Excellent

Key Retail NPS Insights

1

Retailers with strong omnichannel experiences (buy online, pick up in store) score 18-22 points higher than single-channel retailers.

2

Staff friendliness and product knowledge are the top NPS drivers in physical retail, outweighing price competitiveness by 2:1.

3

Loyalty programs that offer genuine value (not just discounts) boost NPS by 12-16 points. Costco's membership model is a prime example of loyalty driving advocacy.

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Related Industry Benchmarks

E-commerce NPS

Average: 45

View benchmarks

Hospitality NPS

Average: 39

View benchmarks

Automotive NPS

Average: 39

View benchmarks

Logistics NPS

Average: 32

View benchmarks

What Is a Good NPS Score for Retail?

A good NPS score for retail is anything above the industry average of 44. This puts you ahead of most competitors and indicates a healthy level of customer satisfaction. Scores in the top quartile (69+) are considered excellent and suggest strong customer loyalty that drives organic growth through referrals.

Keep in mind that NPS varies significantly within retail depending on company size, market segment, and geography. The most meaningful benchmark is your own trend over time. A company consistently improving its NPS is in a stronger position than one with a high but declining score.

How to Improve Your Retail NPS

Improving NPS in the retail industry starts with understanding what drives satisfaction for your specific customers. Here are actionable strategies:

  • Close the feedback loop. Follow up with detractors within 24-48 hours. Understanding their specific complaints and showing you care can recover 25-40% of detractors.
  • Identify your key drivers. Analyze open-ended NPS comments to find the themes that correlate most strongly with promoter and detractor scores. Focus improvement efforts on these high-impact areas.
  • Empower frontline staff. Give customer-facing teams the authority and tools to resolve issues on the spot. Escalation and wait times are among the top detractor drivers across all industries.
  • Measure consistently. Send NPS surveys at regular intervals using the same methodology. Quarterly relationship NPS supplemented by transactional NPS after key moments gives you both trend data and actionable insights.
  • Turn promoters into advocates. Make it easy for promoters to share their experience. Referral programs, testimonial collection, and review requests channeled to promoters can amplify their positive sentiment.

Frequently Asked Questions

What is a good NPS for retail businesses?

A good NPS for retail is above 44, the industry average. Scores above 55 are strong, and above 65 is excellent. Costco and Trader Joe's lead the industry with scores in the high 60s to 70s. Discount retailers tend to score lower than specialty or premium retailers.

What factors most influence retail NPS?

The top factors are staff helpfulness and friendliness, product quality and selection, store cleanliness and layout, checkout speed, and return policy ease. For omnichannel retailers, the consistency between online and in-store experiences is also critical.

How can retail stores improve NPS?

Train staff to be product experts, reduce checkout friction, create a pleasant store environment, offer easy returns, and integrate online and offline experiences. Following up after purchases and acting on feedback signals that you value customer opinions.

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