Żabka Polska and the global marketing-technology group Stagwell have announced a groundbreaking initiative — In-Pulse, the first Shopper-Led Marketing System in Poland, redefining the way Polish consumer behavior is understood. The project responds to global marketing trends and the growing demand for integrated analytical and consulting services based on real consumer purchasing behavior.
A New Standard for Marketing Decision-Making
In-Pulse is a comprehensive service ecosystem combining business consulting, market research, analytics, product and concept testing, and retail media. Built on real consumer shopping information, the system enables precise design, testing, and optimization of marketing campaigns directly at the point of sale.
“Poland is a very important market for Stagwell, not just locally but across the entire CEE region. It’s our hub for digital commerce services, and here we’ve found an exceptionally strong partner — Żabka. I’m confident that this joint venture, grounded in an innovative perspective on the Polish consumer and a genuine effort to listen to their voice, will be a true revolution across the market,” – says James Townsend, CEO Stagwell EMEA and Global CEO Stagwell Brand Performance.
Combining Global Expertise with Local Market Power
The partnership is built on the synergy of two market leaders. Stagwell contributes advanced technological tools in data analytics, marketing, and commerce, developed within its Stagwell Marketing Cloud — a platform based on SaaS, AI, and econometric modeling (MMM) designed specifically for marketers.
Żabka is Poland’s leading modern convenience store chain, with over 11,600 locations, serving approximately 4.1 million transactions per day and nearly 10 million users of the Żappka mobile app.
“Technological development is one of our key priorities. Our partnership with Stagwell can support us in implementing solutions that allow us to better meet the needs of our customers,” – comments Paweł Grabowski, Head of Digital B2B at Żabka Future.
In-Pulse aims to deliver precise consumer insights and enable effective marketing campaigns based on up-to-date shopping activity data. Thanks to the use of AI and modern analytical methods, brands can better understand their target audiences, evaluate the effectiveness of their marketing efforts, and optimize customer acquisition costs.
The project has the potential to support not only the FMCG sector but also non-FMCG industries, offering a new level of product and service alignment with rapidly changing market needs.
Experts view In-Pulse as an innovative initiative by two challengers: Żabka, which has revolutionized the convenience market in Poland, and Stagwell, which is redefining modern marketing through digital innovation. The scale and originality of the project position Poland as a key player on the global marketing innovation map.
The Growing Importance of Consumer Data
The value of the global consumer behavior data market is steadily increasing. According to Statista, the global data analytics market is projected to reach USD 103 billion by 2027. Meanwhile, Algolytics estimates the Big Data and business analytics sector could reach USD 684.12 billion by 2030.
This growth is driven by the rising demand for understanding consumer needs, personalizing marketing activities, and leveraging advanced technologies like AI and machine learning to process vast datasets — as demonstrated by major global retailers such as Walmart.
