The Empik Group is developing one of the largest databases on customer behavior across all its channels, both online and offline. Thanks to investments in the development of its own algorithms and advanced data analytics, as well as cooperation with Synerise, the company has already carried out a billion personalized marketing campaigns last year.
For years, Empik has been consistently investing in innovative technological solutions and developing one of the most advanced analytical facilities to build a modern shopping experience for its customers. It is also one of the few platforms on the market that focuses on such strong integration of sales channels. Recent implementations include algorithms developed by the internal data science team to optimize the product range in stores using demand forecasting and store segmentation based on geolocated customer shopping preferences, tools supporting decisions on the location of new stores, and forecasting models used in warehouse space management and supply chain improvements. Thanks to these measures, Empik has not only streamlined its operational processes, but also increased the efficiency of its product range management and product availability across various sales channels.
"– Artificial intelligence and advanced analysis of Empik customer information give us a deep understanding of consumer behavior, allowing us to tailor our offers precisely. What our customers see in the app or on the website is tailored to their preferences and interests. The books on the shelves at your local Empik store are also the result of artificial intelligence analyzing preferences and identifying trends early on. By combining our expertise with the technologies available on the market, we can tailor our offerings even more effectively and ensure a personalized shopping experience for each customer", says Ewa Szmidt, CEO of the Empik Group.
One of Empik's technology partners in the field of data integration and processing is the Polish technology company Synerise. The company has implemented a comprehensive system that analyzes user behavior in real time, both online and in brick-and-mortar stores. This has allowed the company to segment its more than 11 million customers even more accurately and provide them with consistent, personalized shopping experiences, from marketing campaigns and product recommendations to offers tailored to individual needs and preferences.
"– For us, the partnership with Empik is much more than just a joint project – it is a strategic synergy between two ambitious Polish brands that have the courage to question the status quo. It is a relationship based on mutual stimulation for innovation, intellectual challenges, and jointly pushing the boundaries of what is possible in modern commerce. By combining data, deep expertise, and courageous decision-making, we create solutions that truly transform the customer experience. Working together, we prove that Poland can be a source of world-class breakthrough technologies", adds Jarosław Królewski, CEO of Synerise.
The key factor for Empik in its cooperation with Synerise was the use of recommendation engines to fully personalize the offer both on the Empik.com website and in the mobile application. Recommendations take into account user preferences – such as favorite genres and authors, anticipated releases, price range, and preferred shopping location – which significantly increases the accuracy of suggestions and the comfort of shopping. When a product is unavailable online, the system automatically checks its availability in a nearby store, based on the customer's purchase history and most frequently selected pickup points.
In 2024, Empik carried out over 1 billion personalized direct marketing campaigns, 170 million of which were automated and based on real-time data. From a business perspective, these campaigns show a fivefold increase in conversion rates compared to standard campaigns. In addition, over 600 personalized scenarios, modules, or banners were used in customer journeys on empik.com and in the Empik app, generating approximately 430 million views. As a result of these activities, Empik recorded a several percent increase in online conversion and increased operational efficiency in its brick-and-mortar network, as well as a record level of customer satisfaction (according to the latest NPS survey from October 2025, Empik.com – 82 points, store network – 86 points).
Thanks to the synergy of its own competencies and partnership with Synerise, Empik is not only strengthening its position on the omnichannel sales market in Poland, but also laying the foundations for further technological development – including a marketplace, loyalty programs, and AI-based predictive solutions. The company thus confirms that Polish companies and the technologies they create can set standards in global retail.