Pepco study: Romanians appreciate affordable prices, product diversity and easy access to stores

A new Pepco Shopper study conducted in 18 European markets confirms the clear consumer preference for the retailer. According to the study carried out annually by the retailer in all countries in which it operates, Pepco remains the top choice for millions of shoppers, especially women, who are looking for useful products at affordable prices in a convenient location.

Romania stands out for its high level of loyalty and frequency of store visits. According to the data, 76% of Pepco’s customers in Romania are women, compared to the European average of 86%, but with a more balanced representation of men compared to other countries in the region. In all the countries analyzed in the report, except for Romania and Germany, women account for over 80% of customers.

In some cases, the percentage even exceeds 90% – such as Hungary and Poland (90%) or the Czech Republic (91%). The average age of the Romanian customer is 39, and about a third of them have children under 14, making Romania one of the markets with the youngest active audience. Also, 43% of Romanian respondents said they have children in the household.

In terms of purchasing behavior, the data shows that Romanians are loyal Pepco customers, 62% of them visiting the stores at least two to three times a month, reflecting a high level of brand loyalty. With an average of four visits per month, the stores in Romania are in the top five most frequented Pepco stores in Europe, across all countries included in the report.  Along with Romania, Serbia, Slovenia, Bulgaria, and Bosnia and Herzegovina also feature in the ranking.

The study also analyzed the reasons why customers choose Pepco. In Romania, affordable prices (55%), good value for money (47%) and attractive products (34%) were the most frequently mentioned. Customers also appreciate being able to find many types of products in one place (31%), while store locations (31%) and friendly service (27%) complete the positive shopping experience.

“Pepco conducts more than 30 million transactions every month in the 18 countries in which it operates, and our studies help us better understand who our customers are, what they want and how we can better serve them. The fact that almost half of respondents said they visit Pepco stores with a specific purchase in mind and 70% of visitors leave the stores with at least one product in their basket confirms that our offer is relevant and tailored.

In Romania, we see an extremely active, loyal and engaged shopping community. That is why we are constantly investing in improving the on-shelf experience, assortment and understanding consumer behavior, through tools such as the CSI – Customer Satisfaction Index, which this year reached a score of 89 out of 100, a result that reconfirms the constant appreciation of customers”, says Raul Ciungu Iordate, Head of Operations Pepco Romania.

At European level, the study highlighted similar results. Of the nearly 10,000 customers surveyed in the 18 countries, 86% were women, with an average age of 41. Most come from households in good or average financial circumstances and more than a third have children under 14. Overall, Pepco customers are extremely loyal – 55% of them visit the stores at least once a month. Nearly half of respondents say they enter the stores with a clear purchase in mind, and over 70% leave the store with at least one product in their basket.

The study plays a strategic role in Pepco’s ongoing development, providing a detailed understanding of consumer behavior and how customers perceive the brand. The data collected contributes to building the Customer Satisfaction Index (CSI), a key indicator that measures aspects such as service quality, attractiveness of stores, product availability and pricing policy.

The Pepco Shopper Study is an extensive annual survey that informs many of the strategic decisions made within the company. The results are used to optimize product assortment, in-store displays, and operational processes, as well as to anticipate changes in consumer behavior in the current macro-economic context.

Pepco

Pepco, the so-called value retailer, is the fastest growing European retail chain offering clothes for the entire family and homeware at highly attractive prices. After nearly 20 years of uninterrupted development, Pepco stores are now visited by customers making 30 million transactions per month. The company headquartered in Poznań now hires over 31,000 employees in 18 countries in the entire Europe and has a network of almost 4,000 stores.