How Taniaksiąż strengthened customer relations during Black Week - the largest online bookstore in Poland - was looking for new ways to connect with customers. Here’s how they partnered with Synerise and Vecton experts to engage with shoppers in all the right places.


The online bookstore is one of the largest e-commerce businesses operating in northeastern Poland. On the market since 2006 operates an e-commerce stores with over 400,000 products.


1. Effective Omnichannel Communication:

The real challenge was finding a solution that could manage in big scale, update data in real-time, and ensure consistent communication across all channels from a single platform.

2. Standing Out During Peak Shopping Periods: needed a solution that would allow it to utilize data during the Black Week period to stand out among competitors and respond in real-time to customer needs.

Selected solutions focused on extensive omnichannel campaigns aimed at clients during this project. The purpose was to both activate previous customers and to extend contact with regular shoppers via additional channels: email, sms & webpush and to encourage account registration in the store. Everyone who entered the campaign was assigned to the VIP segment for extra incentives to buy now and buy more.The activities carried out on the occasion of Black Friday 2020are one of the elements of a long-term plan to strengthen customer loyalty and retention and build a community around the brand.


Our cooperation with worked in a kind of triangle: Client> Implementation Partner> Synerise. It’s also worth highlighting that the client and partner were independent and the cooperation with them was very inspiring for Synerise. Both the partner and the client came up with interesting ideas that we implemented together by showing the market interesting solutions in ecommerce.

"“Experience, partnership and technology. These three factors allowed us to create an omnichannel, automated, and above all, effective campaign. As the results show, it was also appreciated by the customers of the bookstore.”"

Kamil Krysiuk, Marketing Automation Coordinator at Glosel


As a result of the campaign using the Synerise platform, the VIP customer segment increased by 5,000 people, and the daily increase in VIP customers was on average 400% higher than in the period before the campaign.

  • 10 % higher average cart value for VIP customers during Black Week
  • 350% increase in VIP segment sales

The final effect of these activities surpassed all expectations: during BlackWeek, sales in the VIP customer segment increased by over 350%, resulting in an increase in the share of VIP customers in sales by 10 percentage points to over 25%.


The “Become a VIP” campaign supported the brand’s long-term goals -increasing customer engagement and building a community around the brand.

Multichannel communication and personalization with the use of constantly updated segmentation on the scale of the customer base of the largest online bookstore in Poland were challenges that we successfully dealt with:

  • customers only received these messages, only on these channels and only at the time specified in the campaign plan
  • we protected the email shipping domain from spam traps
  • most importantly, we achieved satisfactory results in a very difficult area of customer loyalty