The title Mastercard Merchant of the Year 2021 was awarded to the Dr.Max pharmacy network. She thus defended her victory from last year. Ikea (winner of 2019 to 2013) finished second this year – just like a year ago – and dm drogerie markt is third.
The result of a representative survey among consumers decided the absolute winner and the order of individual categories according to the assortment – you will find them in the following overview.
The market position (memorability of the company, customer loyalty) and customer confidence (willingness to recommend the store, willingness to repeat the purchase, fulfillment of expectations from the purchase in the store, difference of the store from the competition) were evaluated. Chains and well-known brands have an advantage over separate stores.
In the Public Award category, consumers voted directly through the competition website – large chains or e-shops also have the advantage here.
The general partner of the competition is the company Mastercard, the organizer is the agency Ogilvy.
Results of individual categories:
Absolute winner
- 1. Dr.Max
- 2. Ikea
- 3. dm drugstore market
The absolute winner each year is the trader who achieves the highest overall score across all categories in a representative survey. This year, the Dr.Max pharmacy network won this title – just like a year ago, with a close lead over Ikea. Dr.Max scored thanks to the brand’s memorability and customer loyalty. Ikea has a high level of customer confidence and is the marketer that people are most willing to recommend, across all categories.
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Grocery Store of the Year:
- 1. Lidl
- 2. Kaufland
- 3. Rohlik.cz
Lidl scored, among other things, thanks to his memorability. 58 percent of respondents named him spontaneously in the survey. Its customers are also highly loyal in the category.
The online supermarket Rohlik.cz came in third place, a year ago it was the bronze Globus.
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Drug and perfumery dealer of the year
- 1. dm drugstore market
- 2. Aunt drugstore
- 3. Rossmann
The dm customers in the survey stated the highest level of loyalty in the given category. The share of customers for whom the store is the main shopping place for the given assortment is 58%. The first three brands are the same as a year ago.
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Clothing salesman of the year
- 1. Bonprix
- 2. Pepco
- 3. H&M
The winning company Bonprix moved up 15 places year-on-year (and thus became the Jumper of the Year). In its category, it has the highest level of loyalty declared by customers – the main shopping place for the range is for 36% of people. At the same time, memorability has almost doubled compared to last year.
A year ago, the Zara brand won. The order of second and third place has not changed.
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Shoe dealer of the year
- 1. Deichmann
- 2. Rieker
- 3. CCC
The Deichmann network defended its previous year’s win. The company scored in the memorability parameter – it was spontaneously named by every second respondent buying the assortment. Customers also report a high level of loyalty.
Baťa (Rieker) was in second place a year ago, CCC remains third.
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Dealer of the year with sportswear and supplies
- 1. Decathlon
- 2. Sportisimo
- 3. Adidas
Decathlon customers report the highest level of loyalty in the category. The share of customers for whom it is the main shopping place for the given assortment reaches 56%.
The ranking in the first two places has not changed year-on-year, Sportisimo is close to second. The third was the Nike brand a year ago.
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Dealer of the year for home, garden and breeder
- 1. Obi
- 2. Zoohit.cz
- 3. Hornbach
The Obi chain defended its victory mainly due to its memorability – it was spontaneously named by 54% of respondents purchasing this range. Customers also report a high level of loyalty.
The cast of the top three is the same as a year ago, but Zoohit swapped places with Hornbach.
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Dealer of the year with furniture and home accessories
- 1. Ikea
- 2. Jysk
- 3. Möbelix
Ikea won mainly due to the best results in examining memorability, it was spontaneously named by 58% of respondents buying the range. At the same time, its customers report the highest level of loyalty in this category of merchants. The order of the medalists is the same as a year ago.
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Dealer of the year with electricity and electronics
- 1. Datart
- 2. Alza.cz
- 3. CZC.cz
A year ago, the second Datart won this year mainly due to the fact that it scored in the parameter memorability – it was spontaneously named by 54% of respondents buying the range.
Alza, last year’s winner, finished just second. CZC remains third.
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Gas station with shop
- 1. Tank Ono
- 2. Gasoline Orlen
- 3. Shell
The Tank Ono network succeeded thanks to the level of loyalty declared by customers, which increased significantly in the last year – the share of customers for whom the store is the main shopping place within the category is 66%. It is also the number one in terms of the overall customer confidence index.
A year ago, Benzina won in front of Shell and Tank Ono.
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Businessman of the year with books
- 1. Dobrovský books
- 2. Megaknihy.cz
- 3. Knizni-klub.cz
The winning network defended the victory, among other things, because it scored in the parameter memorability – it was spontaneously named by 61% of respondents buying the range. Customers also declare the highest level of loyalty to the company.
Last year, the third Megaknihy moved to second place this year, where Luxor placed a year ago.
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Toy dealer of the year
- 1. Dragon
- 2. Bambule
- 3. Hracky-4kids.cz
The winning network succeeded mainly due to the best results in the examination of memorability, it was spontaneously appointed by almost every second respondent purchasing the assortment. At the same time, its customers declare the highest level of loyalty in the given category. The order of medalists is the same as a year ago.
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Pharmacy of the year
- 1. Dr.Max
- 2. Benu
- 3. Pilulka.cz
The winning network succeeded mainly due to the best results in examining memorability, it was spontaneously named by 78 percent of respondents. At the same time, its customers declare the highest level of loyalty in the given category. The order of medalists is the same as a year ago.
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E-shop of the year
- 1. Alza.cz
- 2. Rohlik.cz
- 3. Zoohit.cz
Alza won, among other things, because she scored in the parameter memorability – she was spontaneously named by 44% of respondents. Customers also declare the highest level of loyalty in the given category – the main shopping place for the given assortment is for 38% of people.
Previous year’s order: Lidl-shop.cz, Alza, Zalando.
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Public award
- 1. Lidl – 57,522 votes
- 2. Kaufland – 30,159 votes
- 3. Albert – 22,028 votes
The winners of this category were determined by a public vote via the competition website. A total of 74,590 people distributed 310,300 valid votes among various traders. The order in the first three places remained the same as a year ago.
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Jumper of the year
Bonprix was named Jumper of the Year. Compared to 2020, it moved up 15 places in its category (clothing) and thus became the winner of the category. Bonprix strengthened mainly in the confidence parameter, where it added 27 percentage points, and customer loyalty also increased.
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