Marcin Czyczerski - czym kierują się Polacy przy wyborze produktów i usług? - PMB 2025

Looking at research indicators, I must say that we are certainly a market where price plays a key role. First price, second price, third price, fourth promotions. That is somewhat the case. Nevertheless, it would be a big simplification, because our customer groups are quite strongly converging into certain other behavioral patterns. For example, a woman who spends a lot of time in a lifestyle way and consumes media like Instagram buys differently. Someone who seeks shopping to fulfill functional needs will spend differently. These are different patterns affecting what they buy, but also how they buy, the purchase paths. Looking at businesses that have been operating domestically for several decades, they have adapted to these preferences. I have observed how Polish retail and e-commerce have changed. Whether we look at CCC, which transformed into a mature business model, or smaller players, or Allegro, these companies are at the European forefront in innovation and growth. That is only possible when two key elements are met: following the customer, listening, adapting to changes through product selection. These combined are about what we know, what data we have, and respecting that the customer is always right.

Classically, it depends on the product type and brand strength. Some brands have such equity that we trust them strongly. But we live in an environment where media consumption is shortening. It's easy through TikTok to create brands and products via influencers and celebrities. Many examples went viral from TikTok to mainstream. On the other hand, customers are loyal to their brands and quality.

It is getting better. The first attempts to transfer Polish successes abroad, like Pepco, LPP, CCC, were not always successful. It was often an export of ambitions with an untuned business model, lacking excellence in omni-channel and supply chain.