In October 2025, on the occasion of the Retail in Detail conference in Prague, we conducted the most extensive AI analysis of public retail reviews in the Czech Republic to date. Using our AI Public Reviews and Competition Analyser, we evaluated 6,300+ Google reviews covering 13 well-known retail chains:
- Kníhkupectví Martinus
- Super zoo
- Rossmann
- Decathlon
- Sportisimo
- Meatfly
- Action
- KiK
- Globus
- Lidl
- Billa
- Kaufland
- Minit
The analysis offers a unique look into Czech customers’ satisfaction levels, preferences, and frustrations, helping retail brands benchmark themselves against the market and identify opportunities for improvement.
Key Insights from the AI Analysis of Czech Retail Reviews
Over 6,300 Google reviews analysed across 13 retail brands reveal what Czech customers love, and what still needs improvement. Let’s dive into the highlights!
1. Kníhkupectví Martinus, the undisputed leader in customer satisfaction
Kníhkupectví Martinus dominates the ranking with an impressive overall satisfaction of 85.46%, making it the absolute leader among Czech retail brands. Customers most often praise the availability of stock, pleasant store environment, and helpful employees, categories where Martinus also leads across the board.
The second place goes to Super zoo (69.12%), and third to Decathlon (64.38%). Together, these three brands set the gold standard for Czech retail CX.
2. Minit, Billa and Kaufland Face the Biggest CX Challenges
At the other end of the ranking, Minit, Billa and Kaufland recorded the lowest satisfaction score of all. Customers express dissatisfaction primarily with the employee’s approach and overall service quality.
This result highlights a strong need for better feedback collection at the transactional level, for instance, by leveraging GP stars, a Global Payments and Staffino collaboration that enables gathering instant customer insights right after purchase.
3. Stock Availability: Rossmann Leads the Pack
When it comes to product availability, Rossmann takes the top spot with a remarkable 86.6% satisfaction rate.
Super zoo keeps its solid second position, while Martinus, despite its overall leadership, drops to third place in this particular category. This suggests that while Martinus excels in service and atmosphere, maintaining optimal stock across all outlets may be its next area of focus.
4. Prices and Value for Money: Action Takes the Crown
For price perception and value for money, Action proves unbeatable with 87.13% satisfaction. Customers consistently highlight low prices and great deals, confirming that Czech shoppers strongly appreciate Action’s affordability promise.
Interestingly, Martinus, a clear favourite in most other areas, drops to the second-lowest position here, only slightly ahead of Kaufland.
The data clearly shows that while quality and service drive customer loyalty, price sensitivity remains a powerful factor for many customers.
5. Employee Approach and Support Remain Key Satisfaction Drivers
Across all 13 brands, employee attitude and support emerged as the most frequently mentioned and most influential factors in overall satisfaction.
The top five brands in this category are:
- Martinus
- Super zoo
- Decathlon
- Sportisimo
- Meatfly
Meanwhile, Minit again sits at the bottom, reinforcing the earlier insight that improving employee interactions could dramatically raise their overall CX performance.
This finding echoes what we’ve seen across other markets—the human factor remains the heart of great customer experience.
6. Digital Experience: Globus as the Leader
In the realm of digital experience (online store usability, delivery, and order handling), the leader is Globus, with 69.23% satisfaction. This result underlines the chain’s strong commitment to omnichannel excellence.
What stands out, however, is Super zoo’s sudden drop, from top performer in other areas to –20% satisfaction in digital. This sharp contrast signals potential gaps in their digital experience and suggests that improving the online shopping journey should be a key strategic priority.
7. Service Speed: Super zoo, Decathlon, and Martinus Set the Pace
When it comes to how quickly customers are served, Super zoo takes first place, followed closely by Decathlon and Martinus. These brands demonstrate that operational efficiency and well-trained employees go hand in hand with positive experiences.
At the other end, Action lags behind in service speed, likely due to its lean staffing model—pointing to an area for optimisation.
8. Grocery Retailers: Globus and Lidl Stand Out
Among the analysed supermarket chains, Globus comes out as the people’s favourite overall, followed by Lidl, Billa, and Kaufland.
Customers especially appreciate Globus’s digital experience (it’s the absolute leader across all 13 brands), along with stock availability, product quality, and friendly employees.
When it comes to prices, however, Lidl leads clearly, confirming its long-standing positioning as a value champion in the Czech grocery segment.
9. The Human Factor Defines Czech Retail Success
This AI analysis paints a clear picture: customer satisfaction in Czech retail is primarily driven by the people behind the counter. Across all reviews, employee interactions dominate customer feedback, far more than price or assortment.
The employee attitude and support directly drive customer loyalty. Friendly, helpful employees not only create better experiences but also shape how customers perceive the brand as a whole.
Stock availability comes second in terms of importance, while price, though critical for some segments, is less frequently mentioned in direct connection to satisfaction.
Methodology: AI-Powered Public Review Analysis
The analysis was conducted using Staffino’s AI Public Reviews and Competition Analyser, which automatically classifies customer reviews into key satisfaction topics and evaluates sentiment for each.
Each topic’s satisfaction ratio is calculated as (positive mentions − negative mentions) ÷ total mentions, resulting in a percentage score that allows direct comparison across brands and categories.
Get Full AI Analysis Today!
As the Czech retail market becomes increasingly competitive, AI-driven insights like these empower brands to make data-based, customer-centred decisions, from staffing strategies to online UX improvements.
Interested in seeing the full analysis of your brand’s public reviews? Or would you like to compare it with other brands of your choice? Reach out to us and take the first step towards an outstanding retail experience, online and offline alike.
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