Non-Grocery Retail is the largest sector of the study, with 64 brands, 48 of which reached the Top 100. Non-Grocery Retail ranks third among the sectors and stands out most in the Time and Effort pillar, in which it records the second-highest score. The Expectations and Resolution pillars have also improved in Retail. Confirming this trend are the brands that have improved the most in this sector, i.e. Fotolab (+19 places in the sector), Yves Rocher (+17), Shell (+15) and Sparkys (+15). By far the most successful sector sub-category was cosmetics, which in all subcategories in the study achieves the highest value in the Expectations and Empathy pillars.
Across the different categories of stores and generations, customers perceive the following as essential: helpful, kind and well-trained staff, and quality for a good price. A quick returns and exchanges procedure is also important. Concerning DIY shops and stores selling white goods appliances and furniture, helpful staff and the option of home delivery, ideally all the way to the customer’s apartment if they live in a block of flats, are seen as a huge plus.
Yves Rocher, a cosmetics retailer, jumped to the top of the chart this year (17 points to fourth in the sector and 11th place overall). The brand has improved significantly in the Resolution pillar, which may have been helped by smart forms that validate data (name and contact) and check for typing errors. Orders forms end up where they should be, and the shop makes fewer errors overall. Generally, the Yves Rocher approach is based on the development of quality cosmetics, well-informed staff, and on the brand’s environmental approach, both in the use of natural ingredients and in the eco-friendly packaging.
The Fotolab photography shop (a jump from 57th to 17th place) also recorded a significant leap. Like Yves Rocher, it experienced a significant improvement in the Resolution pillar rating. The brand clearly states that “customer satisfaction is not just a cliché for the company”, and concentrates on quality, short delivery times, and good communication with customers (in person, on the telephone, and via social networks). A new feature is ordering through an app, enabling photographs to be sent directly to the shop, where they can be printed immediately, without queues or waiting, and privately. Customer comments from the survey confirm product quality and the speed of service.
A newcomer to the Top 100 is the MOL oil and gas company, which operates a network of petrol stations (not in the Top 100 last year; this year it ranked 83rd). The brand managed to improve in the Empathy pillar; the better results may have also been boosted by the introduction of a drivethrough service. In the Czech Republic, the company’s Fresh Corner Drive is the first drive-through facility operated by a petrol station. Customers can purchase hot and cold drinks and sweet and savoury snacks. In August 2019, MOL also opened Fresh Corner points at shopping centres. MOL is the first on the market to operate refreshment facilities at locations other than petrol stations.
Generation Z: Benu, Yves Rocher, Tank ONO, GECO
Generation Y: Manufaktura, Benu, Dr. Max, Yves Rocher, dm
Generation X: Heureka
Older Generatiom: Manufaktura, Slevomat, Tchibo, Czech Computer, Pandora, New Yorker
Generation Z: Adidas
Generation Y: Reserved
Generation X: Adidas
Older Generation: New Yorker
Cosmetics and drugstore
Generation Z: Yves Rocher
Generation Y: Yves Rocher
Generation X: Yves Rocher
Older Generation: Manufaktura
Generation Z: Alza
Generation Y: Electro World
Generation X: Datart
Older Generation: Czech Computer
Furniture and DIY
All generations: IKEA
All generations: Tank Ono
Generations Z, Y and X: Decathlon
Older Generation: Sportisimo
Generation Z: CCC
Generation Y: Deichmann
Generation X: CCC
Older Generation: Baťa
“We bought a kid’s bunk bed. When we were putting it together, we found one cracked wooden component, and screws were missing. It was no problem for IKEA to reimburse our petrol costs, and they replaced the wooden part. They also gave us screws, and everything for free.” (IKEA, Generation X)
“I bought a bike light here. The shop assistant showed me the exact shelf and even gave me expert advice on the most efficient product. I was satisfied with the choice and the price, and especially with the help I got from the member of staff.” (Decathlon, Generation Z)
“The staff showed empathy – they got out 10 pairs of shoes and I chose one.” (Baťa, Older Generation)