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Empik is one of Poland’s leading retail and e-commerce brands, offering a wide range of products from books and music to multimedia and lifestyle items. Customers interact with the brand through its online store, mobile app, and hundreds of physical locations across the country.
Empik has built one of the largest customer behavior databases in Poland, covering all online and offline touchpoints. Through its collaboration with Synerise and investment in AI-driven analytics, the company has delivered over one billion personalized marketing campaigns in a single year. Synerise enables real-time behavioral analysis and advanced segmentation for more than 11 million customers, ensuring consistent, tailored experiences across channels. This partnership strengthens Empik’s omnichannel strategy and supports future innovations such as marketplace expansion, loyalty programs, and predictive AI solutions.
Empik wanted to create a holiday campaign that not only boosts seasonal sales but also drives daily engagement throughout December. The goal is to connect experiences across app, web, and stores, manage limited voucher codes securely, and introduce mechanics that reward repeat interactions and motivate customers to return every day.
The Advent Calendar campaign runs entirely on Synerise technology. It combines dynamic content management with real-time voucher distribution and behavioral tracking to deliver an engaging experience across channels. Each day from December 1 to 24, customers open a new calendar window revealing two offers: one available exclusively online and one redeemable in physical stores. In-store redemption is supported by barcode integration at POS systems, creating a strong online-to-offline connection that drives traffic from digital channels to brick-and-mortar locations.
All voucher codes are unique, single-use, and limited in quantity, creating a sense of urgency and motivating customers to act quickly. A major innovation in this edition is the introduction of “boosters”: additional discounts unlocked after opening a certain number of windows, such as 5, 10, 15, 20, or all 24. This gamified element keeps customers engaged and returning throughout the campaign.
Security was a critical aspect. The team implemented safeguards to prevent automatic code assignment and ensured codes are issued only after explicit user action. The campaign is designed for flexibility, allowing Empik to add or modify offers without interruption.
Additionally, a dedicated workflow monitors the availability of offline voucher codes and automatically sends alerts to store staff through Microsoft Teams when the code pool for a specific offer is exhausted. This ensures that employees are aware of the status in real time and can communicate clearly with customers, maintaining a consistent experience across all touchpoints.
When a customer opens a calendar window, Synerise validates eligibility and assigns a unique voucher code from the pool, which remains consistent across devices. Progress toward booster thresholds is tracked in real time, and additional rewards are granted immediately upon reaching milestones. Offline codes are integrated with POS systems, enabling a fully connected experience and driving traffic from digital channels to physical stores.
Empik’s Advent Calendar shows how advanced orchestration and gamification can turn a seasonal campaign into a powerful engagement tool. By combining real-time automation, secure voucher handling, and behavioral mechanics, Empik has created a scalable model that can be reused for future initiatives such as Black Week or other thematic campaigns.