The Strategic Value of Real-Time Consumer Insights in Emerging Markets: In-Pulse as a Disruptor in Poland’s Retail and FMCG Sectors

In the rapidly evolving landscape of Central and Eastern Europe (CEE), real-time consumer insights are becoming a cornerstone of competitive advantage. For emerging markets like Poland, where retail and fast-moving consumer goods (FMCG) sectors face dual pressures of digital transformation and shifting consumer behaviors, data-driven tools are no longer optional—they are existential. Enter In-Pulse, a joint venture between Żabka Polska and Stagwell, which has redefined how brands engage with consumers through hyper-localized analytics. Launched in Q2 2025, this platform leverages Żabka’s 11,600-store network and 10 million app users to deliver actionable insights, positioning itself as a disruptor in a market where 54% of consumers rely on search engines for pre-purchase research [1].

The In-Pulse Model: A Fusion of Scale and Precision

In-Pulse operates through a five-step framework: data collection, customer feedback, product testing, targeted marketing, and predictive analytics. By aggregating anonymized data from Żabka’s Żappka app, the tool provides real-time visibility into consumer preferences, enabling brands to test products, refine marketing campaigns, and forecast demand with unprecedented accuracy [3]. This is particularly critical in Poland, where traditional TV still influences 49% of purchase decisions, especially among older demographics [1]. In-Pulse bridges the gap between legacy channels and digital-first strategies, allowing brands to harmonize their messaging across fragmented consumer segments.

The platform’s technological backbone—Stagwell’s advanced analytics—adds another layer of differentiation. By integrating AI-driven personalization and predictive modeling, In-Pulse helps retailers combat declining foot traffic and rising operational costs, two persistent challenges in the sector [2]. For instance, predictive analytics can optimize inventory management, reducing waste in perishable FMCG categories while aligning stock levels with real-time demand fluctuations. This capability is not just operational; it is strategic, enabling smaller Polish brands to compete with global giants by minimizing trial-and-error in product development and marketing.

Market Impact and Financial Resilience in a Challenging Landscape

Despite a 23% decline in venture capital deal volume in CEE markets in Q1 2025, the region’s enterprise value has surged to €243 billion, underscoring its underlying potential [4]. In-Pulse’s launch coincides with a period of cautious optimism, as investors prioritize scalable, data-centric solutions. The platform’s financial model is anchored in Żabka’s robust retail infrastructure and Stagwell’s global expertise, reducing the risk of overreliance on volatile VC funding. This stability is a critical differentiator in a market where 62% of investors anticipate a more favorable climate by 2025 [4].

Moreover, In-Pulse’s alignment with EU-driven digital transformation initiatives amplifies its appeal. The CEE region is projected to grow its supply chain finance (SCF) market from USD 1.8 billion in 2024 to USD 3.6 billion by 2033, driven by AI-powered risk mitigation and cross-border trade innovations [1]. In-Pulse’s predictive analytics and real-time fraud detection capabilities position it to capture a significant share of this growth, particularly in Poland, where industrial expansion and EU structural funding are accelerating digital adoption [1].

Competitive Positioning and Scalability in CEE

While In-Pulse is currently focused on Poland, its architecture is designed for scalability across CEE. The region’s growing AI startup ecosystem—bolstered by strong developer talent and EU funding—creates a fertile ground for expansion [5]. For example, Croatia’s emergence as a growth leader in CEE, fueled by personal consumption and EU investments, highlights the potential for In-Pulse to replicate its Polish success in neighboring markets [1]. However, challenges such as political uncertainty in Romania and Romania’s fiscal consolidation efforts necessitate a localized approach, emphasizing partnerships with regional players to navigate regulatory disparities [1].

The platform’s competitive edge lies in its ability to integrate ESG metrics into consumer insights. As sustainability becomes a non-negotiable for investors and regulators, In-Pulse’s data can help brands align their strategies with ESG goals, from reducing supply chain waste to tailoring eco-friendly product lines. This alignment is not just ethical—it is economic. The CEE banking sector, for instance, has seen a 12.3% year-to-date return in local debt markets, driven by improved risk appetite and dollar weakness [4]. In-Pulse’s clients can leverage such macroeconomic trends to secure financing for green initiatives, further solidifying their market position.

Conclusion: A High-Conviction Investment in Data-Driven Disruption

In-Pulse represents more than a technological innovation—it is a strategic response to the structural shifts reshaping Poland’s retail and FMCG sectors. By democratizing access to real-time consumer insights, the platform empowers brands to navigate the dual challenges of digital saturation and economic volatility. For investors, its alignment with CEE’s digital maturity, EU funding flows, and ESG imperatives makes it a compelling bet. While the venture capital landscape remains fragile, In-Pulse’s enterprise value—anchored in Żabka’s retail dominance and Stagwell’s analytics prowess—offers a buffer against macroeconomic headwinds.

As the CEE region continues to outperform the euro area, with Croatia and Poland leading the charge, In-Pulse’s ability to scale beyond its Polish roots will determine its long-term success. For now, it stands as a testament to the transformative power of data in emerging markets—a disruptor not just in name, but in execution.

Source:
[1] Global Consumer Insights Pulse Survey June 2023,
https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
[2] Retail is Suffering: Year-on-Year Performance Challenging,
https://www.linkedin.com/pulse/retail-suffering-year-on-year-performance-challenging-mohit-nigam-hvtxe
[3] Żabka Polska and Stagwell Launch New Consumer Insights Tool “In-Pulse” Through Joint Venture,
https://www.prnewswire.com/news-releases/abka-polska-and-stagwell-launch-new-consumer-insights-tool-in-pulse-through-joint-venture-302547558.html
[4] VC funding in CEE report — Q1 2025,
https://vestbee.com/insights/articles/vc-funding-in-cee-report-q1-2025
[5] The CEE AI Scene: Exploring Investment Growth and Key ...
https://medium.com/startuprad-io/the-cee-ai-scene-exploring-investment-growth-and-key-entrepreneurial-hubs-16245f4403ae