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From a shopping app to intelligent insights

January 5, 2026

How In-Pulse fits into the new era of retail

Digital transformation, which over the past few years has gradually redefined media and communication, is now having an increasingly direct impact on how Poles shop. The smartphone has become the primary tool for planning purchases, searching for deals, and responding to promotions, while mobile apps and loyalty programs have taken over as the main point of contact between brands and consumers.

This is where purchase decisions are made — and companies that can analyze and activate these data effectively gain a clear competitive advantage.

This shift carries significant strategic implications for retail networks. It means reallocating growing portions of advertising budgets from traditional television to digital channels — where consumers actually make purchase decisions and interact with brands.

Within the Żabka Group ecosystem, marketers gain access to integrated, modern solutions that enable the full execution of creative and strategic objectives. Every concept can be validated in real market conditions, rather than in the constrained environment of focus groups. Shopper-Led Marketing is built on authentic consumer data, allowing brands to act with precision and effectiveness.

Krzysztof Głusiński, Digital B2B Delivery Manager, Żabka Group

Real-time data

Dynamiczny rozwój aplikacji mobilnych oznacza gwałtowny wzrost dostępnych danych o zachowaniach klientów. Każda transakcja, kliknięcie w ofertę czy wykorzystany kupon dostarcza informacji o potrzebach, motywacjach i emocjach konsumentów. Na tym właśnie opiera się In-Pulse – innowacyjne narzędzie analityczne stworzone przez Stagwell i Żabkę Polską, umożliwiające markom reagowanie na zmiany zachowań klientów niemal natychmiast.

In-Pulse analizuje dane z ponad 12 tys. sklepów Żabki, które każdego dnia generują około 4,2 mln transakcji. Informacje te są łączone z algorytmami sztucznej inteligencji, tworząc środowisko pozwalające planować, testować i optymalizować działania marketingowe z wyjątkową precyzją.

Personalizacja, która ma znaczenie

Today’s consumers expect communication tailored to their real needs.
In-Pulse enables brands to build messaging based on actual in-store behavior at the shelf — not declarations alone. It analyzes what truly drives product choice: price, packaging, promotional messaging, or shelf placement.

As Anna Pańczyk, CEO of In-Pulse, emphasizes, the platform allows brands to plan, test, and optimize activities within a single, integrated environment, moving personalization from marketing slogans to real purchase decisions.

A natural response to shifting market dynamics

The rapid growth of digital commerce and the rising adoption of shopping apps are reshaping expectations toward brands — speed, relevance, and personalization now matter most. In-Pulse responds to these needs by combining data, technology, and consumer understanding into a single solution that enables brands to operate in sync with real customer behavior.

It’s a game-changing system that introduces a new quality of brand–consumer interaction. It goes far beyond standard analytics — enabling an ongoing dialogue that reaches into the emotional and behavioral drivers behind how Poles actually shop.

Kinga Barczewska-Pflanz, Head of Tech & Data, In-Pulse

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FAQ

Frequently Asked Questions

What is In-Pulse?

In-Pulse is a research and analytics system that enables marketers to fully understand shopper behaviors and preferences, target with precision, and evaluate the effectiveness of their marketing activities.

This has become possible through a partnership between Żabka Polska and Stagwell Inc., providing access to insights based on transactional data from the Żappka mobile app.

This knowledge makes it possible to understand shopper behavior derived from real transactions — not just declarations.

As a result, In-Pulse measures the “pulse” of Polish consumers in real time, empowering brands to enhance the effectiveness of their marketing efforts.

What is the unique advantage of In-Pulse

In-Pulse brings together, in one place, a full range of services that enable marketers to deeply understand who the shoppers within the Żabka network are, how their purchase behaviors are shaped, what influences their decisions, which products attract them most, and which types of marketing communication truly resonate.

Marketers can use this knowledge to reach shoppers at the most relevant time and place — with the confidence that they’re targeting people who actually buy, not just those who claim certain behaviors.

In-Pulse is built on a single-source data architecture, ensuring consistency and comparability of insights. It also enables marketers to measure the effects of their activities in relation to changes in brand perception and sales performance.

All of this allows Polish marketers to quickly access high-quality insights that help them:

manage marketing and media budgets more effectively
increase return on investment
drive sales growth

Why should I try In-Pulse out?

In-Pulse is an innovative solution that enables an unprecedented level of insight into Polish consumers — their motivations, preferences, and purchase decisions — based on transactional data, not just declarations.

It allows for the creation of built on solid, reliable foundation - data flowing in from millions of transactions captured daily at thousands of Żabka stores.

With In-Pulse, you can:

see how consumers respond to a new product, service, or product variant
measure the effectiveness of advertising campaigns by tracking changes in brand perception and product sales
understand the motivations and shopping journeys of specific shopper segments
identify what drives category volume — shopper segment, purchase mission, or consumption occasion

Who can benefit from the In-Pulse system?

The In-Pulse solution is designed for a wide range of companies — both within and beyond the FMCG sector.

By combining insights derived from transactional data analysis with the ability to deepen shopper understanding through in-app surveys, In-Pulse enables both endemic and non-endemic brands — across industries such as beauty, pharmaceuticals, finance, insurance, automotive, and telecommunications — to gain fast and precise insights into consumer behaviors, preferences, and motivations.

How can you start using In-Pulse?

All it takes is a quick call or a message through the contact form below — and we’ll guide you through the entire process:

We’ll start with a short intro meeting, where we’ll walk you through how the In-Pulse system works and its capabilities — from understanding your audience and exploring their preferences and shopping habits, to testing product and creative concepts, reaching the right consumers with the right message, and tracking campaign effectiveness.
Next, we’ll ask you to share your challenge or hypothesis you’d like to test. Based on that, our team of experts will prepare a tailored research proposal made up of products that will help you find the answers you’re looking for.
Don’t worry — you don’t need to have everything ready from day one. In-Pulse is a single-source system, which means that once your consumer segments are built, you can reuse them in future studies and analyses.
As our collaboration develops, you’ll be able to monitor how your target group’s behaviors, needs, and preferences evolve — as well as how they perceive your brand, service, or product.
This will allow you to respond in real time, optimize your strategies, and deepen your understanding of the areas that matter most to your business at any given moment.