Empik Foto: personalisation-driven growth

Meet Empik Foto

Empik Foto is one of Poland's biggest names in online photo printing, part of the wider Empik family. People come here to hold onto something: a birthday, a wedding, a baby's first year. The company turns those moments into physical objects - prints, canvases and photobooks - using modern production technology in service of something old-fashioned: memory.

Empik Foto is a wholly owned subsidiary of Empik S.A. and part of the Empik Group.

The challenge: one voice, four countries

Scaling a photo brand across four countries sounds simple until you try it. Empik Foto's real challenge was not finding customers - it already had them. It was keeping the same warmth and relevance in every message, whether that message landed in Warsaw, Prague, Bratislava or Bucharest.

The objectives: personalisation with a purpose

Empik Foto set clear objectives to solve that challenge:

• Get omnichannel right. One consistent voice across Poland, Czechia, Slovakia and Romania.

• Make recommendations personal. Not generic best-sellers, but actual products for actual people.

• Turn that personalisation into revenue. More conversions, longer customer relationships and offers that helped people decide.

Manago AI (previously SALESmanago) is not just a tool, but real support in achieving our marketing goals. The collaboration runs smoothly, and the team shows great flexibility and readiness to find solutions tailored to our needs. By using advanced communication scenarios, we can better respond to customer expectations, while saving time and increasing the effectiveness of individual campaigns. An additional advantage is the intuitive interface, which significantly streamlines day-to-day work with the system.

Monika BrzezińskaDirect Marketing Specialist, Empik Foto Sp. z o.o.

The solution: campaigns built around real moments

The cornerstone of the strategy was a set of highly specific, occasion-led campaigns, built to reach customers with the right message at exactly the right moment.

Occasion-led personalisation

Campaigns were built around specific occasions and products - Valentine's Day, First Communion and birthdays - and delivered through email and web push.

Long-term re-engagement

A dedicated long-term campaign reminded customers to develop their photos after 3, 6 and 12 months, extending the relationship well beyond the original purchase.

Automated campaigns

Automated workflows recovered abandoned carts, delivered product recommendations after every purchase, and ran discount triggers on a customer birthday, after a newsletter sign-up and after a completed survey.

This campaign logic was reinforced by five broader capabilities:

Lead generation

Pop-ups and sidebars encouraged newsletter sign-up in exchange for a discount code, turning visitors into contactable leads from the first interaction.

Marketing automation

Cart recovery, post-purchase recommendations, discount triggers and occasion-led personalisation were run as automated workflows rather than manual sends.

On-site personalisation

Graphic pop-ups encouraged app downloads, a social proof widget signalled interest in a given product, and satisfaction surveys ran as pop-ups, sidebars and landing pages, feeding directly into on-site product recommendations.

Segmentation

Behavioural, transactional and hyper-segmentation strategies were built around customer activity, product category, email response and conversion from key automations.

Omnichannel communication

Email, mobile marketing, web push, mobile push and on-site messaging were integrated to keep every message consistent wherever a customer encountered it.

The results: growth across every channel

Empik Foto's omnichannel strategy was measured across every major channel and delivered exceptional, compounding growth.

Key performance

• Last-click sales in mass mobile marketing campaigns grew by 101.77%.

• Last-click sales in automated email campaigns grew by 51.03%.

• Last-click sales across all channels grew by 189.98%.

• Total transactions grew by 201.24%.

• Average Order Value reached 9% year over year.

• Overall ROI reached 1,868%.

Broader reach: 27% of all transactions are now handled through Manago AI, and 43% of visits are generated by contacts the platform actively monitors.

What's next for Empik Foto

The next chapter is already taking shape: mobile push and in-app messaging, Spotlight, and a loyalty programme built to keep customers coming back long after their first order.

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