Does net promoter score in retail predict repeat purchase by store?
The short answer
Net promoter score in retail is the percentage of promoters, who score 9 or 10, minus the percentage of detractors, who score 0 to 6. Calculate it by store, then match each respondent to their purchase history and compare six-month repeat rates for promoters, passives and detractors to see whether the score predicts behavior.
NPS by store, matched to repeat purchase
Why it matters
NPS often sits in a separate survey tool, so nobody knows whether a store's score moves revenue. Linking responses to purchases shows whether improving a store's score is worth investing in, and which detractors are worth a call.
The question to ask
Copy this into Lexi as written.
How to work it out
1. Calculate NPS by store. For each store, subtract the share of detractors from the share of promoters among respondents.
2. Match respondents to customers. Link each survey response to the customer record, using email or loyalty number.
3. Compare behavior. Measure six-month repeat rate and spend for promoters, passives and detractors, by store.
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a pet retailer. It matches Net Promoter Score (NPS) responses to purchase history for two stores.
- Store A: 800 responses, 60% promoters, 10% detractors. NPS 50.
- Store B: 600 responses, 45% promoters, 25% detractors. NPS 20.
What the data shows
Across both stores, promoters bought again within six months at 62%, against 38% for detractors.
What it means
Store B's lower score comes with fewer return visits. Most of its detractors mentioned stockouts of a few food brands, and they are among its most frequent buyers.
What to do
Fix food brand availability in Store B and recheck NPS next quarter.
Want me to list Store B's detractors with their purchase history?
Frequently asked questions
How do you calculate NPS?
Ask customers how likely they are to recommend you on a scale of 0 to 10. Promoters score 9 or 10, passives 7 or 8 and detractors 0 to 6. Subtract the percentage of detractors from the percentage of promoters. The result ranges from -100 to 100.
Why match NPS responses to purchase data?
A survey score on its own says how customers feel. Matching responses to purchase records shows whether promoters actually buy more often and spend more, which tells you if improving the score is worth the investment. It also reveals which detractors are high-value customers worth a call.
What is a good NPS for a retailer?
Published retail NPS figures vary widely by source, survey method and category, so treat any single benchmark with care. The most useful comparison is your own: each store against the network and against its score a year ago, alongside the repeat behavior of its promoters and detractors.