With a growing number of customers and sales channels, the scale of data generated by users increased dynamically. The increasing complexity of the data and rapidly changing consumer behaviors required Empik to build a flexible data management system that could integrate information from all sales channels (online and offline), analyze customer behaviors in real time to improve the effectiveness of marketing communication and sales conversion, and further personalize product offerings and shopping experiences.
The answer to these needs was the establishment of an internal Data Science team, which developed proprietary predictive models supporting the omnichannel model's development. The team managed to create effective predictive algorithms that optimize in-store assortments, geolocation models to support decisions about opening new retail locations, and forecasting tools for managing warehouse space and the supply chain.
“Artificial intelligence and advanced analysis of Empik customers’ information give us a deep understanding of consumer behaviors, which allows us to tailor offers precisely. What our customers see in the app or on the website is matched to their preferences and interests. Even the books displayed on shelves in local Empik stores result from AI analysis of preferences and early trend identification. By combining our competencies with available market technologies, we can even more effectively tailor our offer and care for each customer’s individual shopping experience,” comments Ewa Szmidt, CEO of Empik Group.
To fully harness this potential, Empik chose to work with Synerise—a Polish technology company specializing in AI and real-time data analysis. The goal was to create an integrated environment enabling Empik to combine behavioral and transactional customer data from various touchpoints: the website, mobile app, and a network of over 370 stores. Together, the companies developed AI solutions that process this data in real time, enable more precise customer segmentation, and automate marketing activities.
"– Our 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 challenge 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", comments Jarosław Królewski, CEO of Synerise.
Thanks to the implementation of Synerise’s solutions, Empik gained the ability to fully personalize shopping experiences—from product recommendations to marketing communication. The rollout included, among other things, recommendation engines that personalize offers on Empik.com and in the app, automated communication scenarios (email, push, SMS, in-app), demand prediction models supporting warehouse and supply chain management, and customer segmentation algorithms based on location, purchase history, and content preferences.
In 2024, Empik carried out over 1 billion personalized direct marketing campaigns, of which 170 million were automated and based on real-time data. From a business perspective, these campaigns showed a conversion rate five times higher than standard mass campaigns. Additionally, on customer paths at Empik.com and in the Empik app, over 600 personalized scenarios, modules, or banners were active, generating about 430 million impressions. As a result, Empik recorded a several-percentage-point increase in online conversion and improved 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 scored 82 points, and the store network scored 86 points).
By integrating data and leveraging AI, Empik strengthens omnichannel sales effectiveness and lays the foundation for further technological development—including the growth of its marketplace and loyalty programs.
“We have definitely not said our last word when it comes to strengthening our potential as a leader in implementing technologies that support our business goals. We are constantly searching for new solutions that allow us not only to keep Empik’s development in line with market trends but often to get ahead of them. Thanks to advanced analytical tools, we can track key indicators and thus better understand our customers’ expectations and make accurate decisions to improve the customer shopping experience,” adds Ewa Szmidt.
Advanced loyalty programs for reward personalization, online advertising, an integrated coupon center in the mobile app, and customer behavior predictions based on BaseModel.ai technology are further areas to be supported by AI-based technology. These innovations are intended to allow Empik not only to respond efficiently to customer needs but also to anticipate them in advance.
Through these actions, Empik demonstrates that Polish companies and the technologies they create can set standards in global retail.