Żabka Polska and American Stagwell create In-Pulse. "Poland is a very important market for us in the entire CEE region"
Żabka Polska and the global group Stagwell have launched In-Pulse - the first Shopper-Led Marketing system in Poland that revolutionizes the way consumer behaviour is analysed. The project combines the local experience of the convenience market leader with global marketing technology, creating a new quality in communication with Polish consumers based on actual, not declarative, purchase data.Strategic alliance of two market leaders
The Polish market has seen a breakthrough initiative that could permanently change the way the marketing industry operates. Żabka Polska and the American giant Stagwell have officially announced the creation of In-Pulse - the first Shopper-Led Marketing System in Poland. The project responds to the growing demand for integrated analytical services based on real, not merely declarative, consumer behaviour.The new solution goes far beyond traditional market research. In-Pulse is a comprehensive platform that integrates various areas of marketing activities - from business consulting and consumer research, through advanced analytics, to testing product concepts and retail media services.
The system's key differentiator is the use of real transaction data from the Żabka network, which allows for precise reading of consumer trends in real time.
"Poland is a very important market for Stagwell, not only from a local perspective but also from that of the entire CEE region.The Polish market is our hub when it comes to digital commerce services, and it is here that we have gained an extremely strong partner - Żabka. I am certain that the joint venture, whose core is an innovative look at the Polish consumer and genuinely listening to their voice, constitutes a revolution on the scale of the entire market"
– James Townsend, CEO of Stagwell EMEA and Global CEO of Stagwell BP.
The power of data and global technology
The strength of In-Pulse lies in the unique synergy of the competences of two industry leaders. Stagwell, as a global marketing and communications group, brings to the project the most modern technologies in artificial intelligence, MMM econometric models, and SaaS solutions developed within the Stagwell Marketing Cloud platform.
On the other hand, Żabka, being the undisputed leader of the modern convenience market in Poland, delivers invaluable knowledge about local consumers and access to an impressive transaction database. The network currently covers more than 11,600 stores across the country, handles approximately 4.1 million transactions per day, and can boast nearly 10 million users of the Żappka app.
This type of operational scale generates enormous resources of behavioural data which, after proper analysis, can provide brands with precise consumer insights. Unlike traditional research based on respondents' declarations, In-Pulse is based on actual purchasing decisions made by millions of Poles every day.
"Technological development is one of our priorities.Cooperation with Stagwell can help us in implementing solutions that will allow us to respond even better to our customers' needs"
– Paweł Grabowski, Head of Digital B2B at Zabka Future.
A new quality of consumer analytics
In-Pulse represents a fundamentally new approach to analysing consumer behaviour on the Polish market.
The system enables marketers and brand managers to make more accurate business decisions based on current data about preferences and purchasing patterns. Thanks to the use of AI algorithms and advanced analytical methods, companies can monitor the effectiveness of their marketing activities in real time and optimize the costs of reaching target groups.
The platform has the potential to support not only the FMCG industry but also non-FMCG sectors, offering a new quality in terms of personalizing the product offer. The ability to conduct A/B tests on real consumer groups, analysis of the effectiveness of various communication formats, and optimization of the media mix are just some of the functionalities of In-Pulse.
Particularly valuable will be the use of the system to analyse consumer trends in emerging categories - product segments that are only just gaining popularity among Polish consumers. Traditional research methods often fail to keep up with rapidly changing preferences, while transaction data allows for immediate identification of new behavioural patterns.
Global trends support local innovation
The creation of In-Pulse fits into global trends in the transformation of the marketing analytics market. According to forecasts by Statista, the value of the global data analytics market will reach USD 103 billion by 2027, recording an average annual growth of 13.2 percent. Even more impressive are the forecasts of Algolytics, which indicate that the Big Data and business analytics market may reach USD 684.12 billion by 2030.
The driver of this growth is primarily artificial intelligence and machine learning technologies, which enable the analysis of enormous data volumes and their transformation into valuable business insights. The global retail leader - Walmart - has been using similar solutions in its consumer marketing programs for years, achieving significant competitive advantages.
Industry analysts predict dynamic growth in spending on marketing technologies in Poland, mainly due to investments in analytical platforms and automation tools.
Poland as a hub of marketing innovation
The strategic importance of the In-Pulse project goes far beyond the benefits for the direct business partners. The initiative has the ambition to make Poland an important point on the world map of marketing innovation, where local knowledge about consumers meets global technological standards.
Stagwell, with annual revenue exceeding USD 2.8 billion and a presence in 34 countries, treats the Polish market as a strategic gateway to the entire Central and Eastern European region. The decision to establish a competence centre for digital commerce services in Warsaw confirms Poland's growing importance as a destination for advanced technological projects.
From Żabka's perspective, cooperation with Stagwell opens up opportunities for further strengthening its position as an innovation leader in the retail industry. The network, which in 2023 recorded revenue of PLN 19.6 billion and handled 1.5 billion transactions, consistently invests in technologies supporting the development of the convenience ecosystem.
Impact on the competitiveness of Polish brands
The launch of In-Pulse may significantly affect the competitiveness of Polish brands on international markets. Access to advanced analytical tools that until now were the domain of global corporations means equalizing the chances in the fight for consumer attention. Particularly important will be the use of the system by companies from the e-commerce and quick commerce sectors, which are experiencing dynamic growth in Poland.
The ability to precisely target consumers and optimize the customer journey based on actual purchase data may be a key factor differentiating Polish brands from international competition. In-Pulse offers tools for identifying micro-trends and niche preferences that may become the basis for developing innovative products and services.
Development prospects and next stages
Although In-Pulse is only at the launch stage, the development plans are already very ambitious. The partners announce the expansion of the system's functionality with modules dedicated to various industries and integration with additional sources of consumer data.
Within 2-3 years, In-Pulse has the potential to become the market standard for consumer analytics in Poland, and then to be replicated in other countries of the CEE region. The project's success may also accelerate similar initiatives undertaken by competing retail chains and marketing groups.
The key challenge will be maintaining the technological advantage and continuously improving AI algorithms based on growing data resources. Stagwell and Żabka are already announcing further investments in the platform's development and the expansion of the teams responsible for its operation.
Stagwell
Stagwell is a global marketing and technology group headquartered in New York, serving more than 70 agencies. Founded in 2015 by Mark Penn, the group currently employs more than 13,000 specialists in 34 countries. Stagwell specializes in combining creativity with advanced technology, offering services in strategic communications, digital marketing, and data analytics. The group's portfolio includes renowned agencies such as Code and Theory, Harris Poll, and MMI Agency.
