Stagwell Forms JV for Polish Consumer Insights

Marcoms agency group Stagwell has established a joint venture with Polish convenience store chain Żabka Polska, to launch In-Pulse, an advanced consumer analytics and engagement tool designed specifically for the Polish market.

Żabka operates more than 11,600 stores in the country, handling approximately 4.1 million transactions daily and serving more than 10 million users of an app called 'Żappka'. The JV combines this nationwide retail footprint and anonymous consumer base with Stagwell's expertise in data-driven marketing solutions to provide real-time insights into Polish consumer behaviour. Data covers consumer preferences, shopping patterns and spending habits.

Clients can also survey consumers about their opinions and habits, and can run product tests pre-and post-launch, as well as forecast future behaviour and target promotions.

'Poland is a very important market for Stagwell,' comments James Townsend, CEO of Stagwell EMEA, 'not only from a local perspective, but also the entire CEE region. The Polish market is our headquarters when it comes to digital commerce services, and it is here that we have gained an extremely strong partner - Żabka Polska.' Paweł Grabowski, Head of digital B2B Zabka Future, Zabka Group, adds: 'Technological development is one of the main priorities for the Żabka Group. Cooperation with Stagwell can help us in this in terms of implementing solutions that will allow us to respond even better to the needs of our customers.'

Zabka Group, which recently entered the Romanian market via the acquisition of DRIM, is online at www.zabkagroup.com , while its new partner can be found online at www.stagwellglobal.com .