Most retailers don’t openly advertise their Net Promoter Score (NPS)—but that doesn’t mean it isn’t a crucial indicator of business health. NPS isn’t just a vanity metric—it’s a direct measure of customer trust, store execution, and long-term brand loyalty.
Retailers that ignore their NPS often don’t realize its full impact until it’s too late. A low NPS is more than a symptom of unhappy customers, it’s a flashing red light signaling deeper operational challenges. Poor execution, inconsistent customer experiences, and inefficiencies all contribute to a weak NPS, which—if left unchecked—drives down repeat purchases, increases store labor costs, and can even damage a brand’s reputation.
At Zipline, we recently received an NPS of 89, a near-unheard-of score for retail tech. Rather than focus on the number itself, though, let’s talk about why it matters to us and, more importantly, why it should matter to you. Retailers that score high on NPS do more than just provide great service. They execute better, engage employees more effectively, and drive operational consistency across locations.
The Real Cost of a Low NPS in Retail
A low NPS score in retail isn’t just a number—it’s a flashing red light signaling deeper business problems. Here’s why:
1. Declining Customer Loyalty = Lower Lifetime Value
Retailers with low NPS often struggle with repeat business. Loyal customers spend 67% more than new ones—but if customers aren’t recommending your brand, they’re also less likely to return themselves. Brands with poor execution and inconsistency across locations see lower retention and more price-sensitive shoppers who don’t engage beyond a single purchase.
Case in Point: Research shows that a 5% increase in customer retention can drive up to a 95% increase in profits. Retailers that prioritize execution and frontline engagement—both key drivers of NPS—are more likely to retain high-value customers.
2. Negative Word-of-Mouth = A Harder (and Costlier) Sell
Customers talk. A low NPS often translates into negative online reviews, lower brand sentiment, and reduced foot traffic. Today’s shoppers check Google Reviews, Reddit, and TikTok before stepping into a store. A few bad experiences—like unhelpful staff or mismanaged promotions—can snowball into an expensive problem.
Case in Point: Studies show that just one negative review can drive away 22% of potential customers, and if three or more negative reviews appear, that number jumps to 59%. Brands with strong NPS are more likely to have vocal advocates balancing out any negative sentiment.
3. Store Execution Gaps = Higher Labor Costs & Turnover
A low NPS reflects a disconnect between HQ and the frontline. If execution is inconsistent, employees receive mixed messaging, promotions are mismanaged, and store associates feel unsupported—all of which leads to higher labor costs, disengagement, and turnover.
Case in Point: Retailers with high frontline engagement see up to 20% higher profitability, while brands with disengaged employees see store turnover rates increase by 25-50%. Poor NPS often reflects execution issues that lead to more expensive staffing problems down the line.
How Some Retailers Beat the Odds
Still, some retailers break through—and their secret isn’t just great service. Their secret? They prioritize execution, communication, and consistency—ensuring their stores deliver on the brand promise every time.
For example:
Visionworks improved store execution by streamlining communication and task management, leading to higher associate engagement and better customer experiences.
Uncle Giuseppe’s leveraged better communication tools to create a consistent brand experience across all locations, helping drive repeat business and stronger customer satisfaction.
Kitchen Stuff Plus bridged the gap between HQ and field teams, ensuring store associates received clear, actionable communication, resulting in a better in-store experience for customers.
The best retailers know that customer experience isn’t just about great products—it’s about delivering a consistent, seamless brand experience across every store, every time.
How Retailers Can Improve NPS Today
Improving NPS isn’t about chasing a number—it’s about resolving the root causes that erode customer trust and loyalty.
✅ Strengthen store execution: Make sure HQ and frontline teams are aligned on priorities, promotions, and customer experience initiatives.
✅ Empower employees: Engaged, informed associates deliver better service. Investing in internal communication and training has a direct impact on customer satisfaction (Forbes).
✅ Gather & act on customer feedback: NPS is just the starting point—dig into the ‘why’ behind the score and make operational changes based on real customer insights (Qualtrics).
Retail Benchmark: The average NPS across the retail industry is just 47—which means most brands are leaving loyalty (and revenue) on the table.
NPS is more than a number—it reflects how well you deliver on your brand promise. And in retail, delivering on that promise consistently is everything.
Final Thought: What’s Your NPS Telling You?
A strong NPS means your customers trust your brand—but trust isn’t built through marketing campaigns alone. It’s earned through consistent execution, engaged employees, and experiences that keep customers coming back.
At Zipline, we take our NPS of 89 seriously—not because it looks good in a headline, but because of what it reflects: a tightly run operation, aligned teams, and a brand experience our customers believe in.
The same is true for retailers.
So—how does your NPS stack up?
And more importantly: what’s it telling you about how well you’re executing?
Next Steps
Want to see how top-tier retailers achieve high NPS through better execution?
Book time with a Zipline retail expert and see how better alignment leads to higher NPS (and happier customers).
