Żabka

Żabka is Europe’s largest convenience store chain, having opened its 13,000th store in September 2026. Even before its period of rapid expansion, the company recognised that further growth would require not only a larger store network but also scalable operational processes and new standards of customer communication. Technology was set to play a key role in this transformation.

The project launched in 2018, when the digitalisation of retail stores was still relatively new and hardware and software solutions were evolving rapidly.

Against this backdrop, Żabka was preparing for rapid expansion, creating a need for scalable processes and centralised communication management across thousands of locations.

The convenience store format presented an additional challenge. With limited store space and a focus on quick, intuitive shopping, technology had to support sales and communication without taking up valuable retail space.

We began by analysing the store environment, including customer journeys, stopping points, footfall and different shopping scenarios. Based on our observations and pilot tests, we developed a data‑driven communication framework, defining dedicated zones for digital displays and selecting hardware suited to the compact store format.

At the heart of the solution was a digital signage system that we scaled alongside Żabka’s growth. To date, we have installed 37,000 devices across the network. Our record year was 2025, when we installed 17,027 screens. On 24 April that year, we also set a daily installation record: 188 screens across 74 locations.

Storefront displays transformed shop windows into an active communication channel, reaching shoppers before they even entered the store. Digital menuboards and displays in Żabka Café areas helped organise communication and adapt content quickly to changing needs. In subsequent stages, we also introduced audio solutions, LED screens and custom displays designed specifically for Żabka.

CMS Signio became the operational backbone of the network, enabling centralised content management and real‑time performance monitoring. We continue to manage and maintain the infrastructure, oversee network operations and provide ongoing technical support.

Operational efficiency: Digitalisation reduced the need to print, distribute and replace promotional materials, making communication management more flexible. Centralised content management enabled faster responses to business needs and more efficient marketing operations.

Sales support: New touchpoints helped organise communication within the limited store space, making the product range easier to navigate and supporting shoppers in their purchasing decisions. Dynamic content management also enabled more effective promotion of special offers and supported the development of Żabka’s foodservice offering.

Brand positioning: The project helped strengthen Żabka’s position as an innovation leader in convenience retail. The solutions developed together over the years have become part of the retailer’s wider technological transformation and remain a key foundation for its continued growth.