Retail Champion Awards: Methodology & Credibility

📘 Why These Awards Matter: Executive Summary

Why it matters
Being named a Retail Champion is more than just recognition. It is a clear, consumer-based signal of trust, relevance, and performance in the highly competitive world of food and everyday product retail in Poland. For retailers, it means standing out not through marketing or claims, but through real, measurable shopper satisfaction. The award represents a form of external validation that resonates with consumers, business partners, and internal teams alike.

What it is
The Retail Champion Awards are Poland’s most respected consumer-based awards for retail chains offering food, personal care, and daily-use products. They are organized by European Conferences United (ECU) in cooperation with YouGov (formerly GfK Consumer Panel Services). The 2025 edition marks the fifth consecutive year these awards have been conducted, building a solid foundation of trust and industry relevance.

How it works
Every year, nearly 4,000 Polish shoppers are surveyed shortly after making a purchase at one of the country’s leading retail chains. Their opinions are analyzed using professional scoring methods that identify strong satisfaction and the factors that influence it most. There is no application process, no fee, and no way for retailers to influence the results.

Who and what is measured
The evaluation includes 22 of the most visited national grocery, convenience, and mixed-format retailers. These chains are selected based on national shopping frequency and reviewed annually. The research focuses on customer experience, loyalty programs, healthy food offerings, use of modern technologies, and support for local communities. Retailers are recognized in several categories, with the most important being the overall title of Retail Champion, reflecting overall customer recommendation levels.

✅ What Makes Them Credible

1. Independent Research, Trusted Partners
Surveys are conducted by YouGov (formerly GfK), a globally respected research organization, ensuring unbiased data collection from real Polish shoppers.

2. No Retailer Involvement or Influence
Retailers do not apply, pay to participate, or influence the evaluation. There is no jury or sponsorship pressure.

3. National Reach and Relevance
Covers the 22 most frequently visited retail chains in Poland, across grocery, drugstore, and convenience formats.

4. Statistical Rigor and Transparency
Responses are evaluated using proven methods that identify top satisfaction ratings and analyze the factors with the greatest influence.

5. Consistency Over Time
Conducted annually since 2021, allowing for reliable year-over-year comparison.

Szymon Mordasiewicz Managing Director YouGov @Retail Champion 2024, CEO Dinner ECU

🔍 Methodology and Process

Survey Timing and Frequency
Research is conducted annually in Q3, typically August to September. Shoppers are surveyed within 1 to 5 days after their visit.

Retailer Selection
Includes 22 top chains selected based on average household visitation. Reviewed annually.
2024 evaluated retailers:

ABC, ALDI, AUCHAN, BIEDRONKA, CARREFOUR, DEALZ, DELIKATESY CENTRUM, DINO, E.LECLERC, GROSZEK, HEBE, INTERMARCHE, KAUFLAND, LEWIATAN, LIDL, NETTO, ORLEN, POLOMARKET, ROSSMANN, SPOŁEM, STOKROTKA, ŻABKA.

Evaluation Categories

• Customer Experience
• Healthy Food Offer
• Use of Modern Technologies
• Loyalty Program Effectiveness
• Local Community Engagement
• Recommendation Level (main award)

Analysis
Responses are scored using Top 2 Box methodology (ratings of 6 or 7 on a 7-point scale). A statistical technique identifies which factors most influence satisfaction.

Award Announcement
Winners are announced at the CEO & Board Directors Pre-Conference Dinner in October, midway between annual Retail Summit editions. Results are then shared publicly.

Examples out the Retail Champion Report 2024