eCommerce Fashion NPS Survey- Flipkart, Amazon, and more

NUMR's fresh NPS® survey about Indian eCommerce fashion sites like Amazon, Flipkart, Myntra etc. uncovered some interesting insights about urban, Indian shoppers.  According to a Mckinsey report, the Indian apparel market is predicted to be around $59.3 billion in 2022.  Currently, offline retail has a considerably larger market share as compared to online. However, online retail has been steadily on the climb.

Case in point, 94% of urban Indians reported that they shop online, according to the survey.

The survey first asked the respondents to select the online apps/websites that they frequent and subsequently rate them based on the likelihood of recommendation.

See the full report below.

PART 1- eCOMMERCE FASHION
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NPS® OF eCOMMERCE FASHION SITES

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MARKET SHARE
QUESTION
Which app or website do you usually use for shopping for clothes online? Select multiple, if applicable.

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Consequently,

• 86% respondents selected Amazon and gave it a Net Promoter Score of 67.97
• 76% chose Flipkart and rated it 64.74
• Another 49% reported that they frequently use Myntra for online shopping. Also, its NPS measured 65.09
• Jabong, on the other hand was selected by 30% respondents and given an NPS of 53.9
• Another 15% reported that they shop online on Reliance owned, Ajio and gave it an NPS of 65.71
• Lastly, 14% respondents selected Snapdeal and its NPS measured 48.53

PART 2- OFFLINE RETAIL

Interesting, the survey also asked respondents to select the offline retail stores they frequent. Pantaloons and Reliance Trends emerged as the top shopping destinations. However, the majority of shoppers (for Pantaloons) was 46%, which is a lot less compared to Amazon’s 86%.

But, the distribution of respondents was much more even in the case of physical retail stores.

NPS® (C-SAT IN OFFLINE RETAIL)

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MARKET SHARE (OFFLINE RETAIL)

QUESTION
Which multi-brand retail store do you usually frequent? Select multiple, if applicable.

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In essence,

• The majority, 46% reported that they frequent Pantaloons and gave it an NPS of 55.51
• Also, Reliance Trends accumulated 46% respondents, along with a score measuring 56.41
• Following closely, 45% respondents chose Shopper’s Stop and gave it an NPS of 55.7
• Another 32% people selected Lifestyle Retail as their usual store for purchasing apparel and it had an NPS of 57.06
• Similarly, 32% reported that they frequently shop at Westside and gave it a Net Promoter Score of 60.61, and
• Lastly, 23% chose Central, which scored 64.41 on the NPS scale

In conclusion, the above data displays that the purchase behaviour of Indian shoppers differs online and offline.

Both the online and offline markets have no clear winners. While the e-tailers have been doing a better job with an average of 60%+ NPS score, the brick and mortar players, are not lagging too far behind with an average of about 55% NPS.

-Amitayu Basu, CEO, Numr

ALSO READ- DO INDIANS SPEND MONEY ON HEALTH AND FITNESS?

PART 3- SALES AND PROMOTION (eCOMMERCE FASHION AND OFFLINE RETAIL)

QUESTION
Do sales and promotion encourage you to buy products from a store/app?

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QUESTION
Where do you usually come across sales and promotion information?

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Listen to Amitayu Basu, CEO, Numr  speak about the importance of Net Promoter Score for Ecommerce websites

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METHODOLOGY

This survey was conducted online among SEC A1 inhabitants of Delhi NCR, Mumbai, Bangalore, Chennai, Kolkata, and Ahmedabad. At the time of the survey, all the respondents were between 25 to 60 years of age. Also, the respondents were affluent vehicle owners. Additionally, they were also avid moviegoers and extremely aware of the changing technological trends.  

*NPS® or Net Promoter Score® is a metric for calculating customer satisfaction and loyalty. It is a proven indicator of Growth. It is based off a single question, that is, “On a scale of 0-10, how likely are you to recommend (a company or a service) to you friends, family or colleagues?” Customers who give a score of 6 or less are called Detractors. Those who give 7 or 8 are Passives where as those who give 9 or 10 are Promoters. Then, the NPS is calculated by subtracting the percentage of Detractors from the Promoters.

*Net promoter Score® and NPS® are registered trademarks of Bain & Company, Satmetrix and Fred Reichheld