Warsaw, September 7, 2026
Castorama Polska begins a strategic partnership with Polish technology company Synerise. Personalization, loyalty, and the development of customer experiences at the center of the next stage of digital transformation.
Castorama Polska, the leader of the Polish home improvement market and one of the key companies of the international Kingfisher Group, is beginning a strategic partnership with Synerise – a Polish technology company that supports organizations in developing modern digital solutions, personalization, and building customer relationships with the use of artificial intelligence.
The partnership will be broad in scope and will cover successive areas of developing digital customer experiences at Castorama – from personalization of the offer and communication, through the development of loyalty mechanisms, to solutions supporting more efficient process management and even better customer service.
A partnership on the scale of a market leader
Castorama has been operating in Poland since 1997 and is today the leader of the domestic DIY market. The network has 109 stores in various formats and employs more than 12,000 people. The annual sales of Kingfisher's operations in Poland amounted to approximately GBP 1.84 billion in the last completed financial year, while the revenues of Castorama Polska, according to the local financial statements, amounted to approximately PLN 9 billion. Castorama is part of Kingfisher plc – one of the largest European home improvement groups, with more than 1,600 stores across Europe.
The scale of the organization goes hand in hand with an intensive transformation of its operating model. In the 2025/26 financial year, Castorama Polska's e-commerce sales grew by 30 percent, the launched marketplace gathered more than 350 sellers, and after just one year it accounted for 21 percent of online sales. In parallel, the company is developing solutions for professional customers, loyalty programs, apps, new store and service formats, and the integration of digital channels with brick-and-mortar ones.
For the entire Kingfisher Group, the development of the digital ecosystem is one of its four strategic pillars of growth. The Group points to the development of digital tools, personalization, and the improvement of customer experiences as one of the key directions of its strategy.
In this context, the choice of Synerise is intended to be another element of building an advanced, data-driven model of customer relationships in Poland.
caf"Castorama's scale means that digitalization cannot be a collection of individual technology projects for us. It has to be part of the way we develop the entire business and serve customers – regardless of whether they interact with us in-store, online, in the app, or through our services. An individual approach to customers, personalization, and loyalty programs play an increasingly important role in this model. That is why we decided to partner with Synerise – a company that combines modern technology with the ability to apply it practically in business processes at a large scale," says Nils Swolkień, CEO of Castorama Polska.
Technology is meant to support the organization and the development of its competencies
One of the premises of the partnership is that Castorama Polska retains the competencies and responsibility for how the technology is used and for the final customer experience.
Synerise is to deliver not only a technology platform, but also the knowledge and competencies that will allow Castorama's teams to develop further applications of the technology independently and at an ever-greater scale.
This approach is particularly important in the case of solutions supporting the development of modern customer experiences and digital processes. The collaboration therefore takes the form of a technology partnership, not a classic outsourcing of processes related to customer relationship management.
"We were not looking for a company to hand over responsibility for the transformation or for the customer relationship. That must remain Castorama's competency. We were looking for technology and a partner that would allow us to significantly strengthen those competencies. Synerise gives us very broad possibilities for developing solutions related to personalization, loyalty programs, and customer communication, but ultimately it is our teams that should know why and how we want to use it. This model of collaboration is far more valuable to us than making the organization dependent on yet another technology vendor," says Michał Zych, Director of Digital Product and Technology at Castorama Polska.
From consistent experiences to more individualized customer service
Synerise solutions help connect different areas of a company's operations, supporting the creation of consistent customer experiences across all channels of contact. This makes it possible to better match communication, offers, and services to customers' needs, and to manage business processes more efficiently.
The platform combines a behavioral data management layer with analytics, personalization, loyalty mechanisms, and automation tools. According to Synerise data, its infrastructure handles nearly 3 billion autonomous, AI-supported decisions every day and more than 225 billion queries to its proprietary Big Data platform.
In Castorama's case, this makes it possible to think about the partnership much more broadly than solely in the context of traditional CRM or marketing automation. Ultimately, the shared architecture is meant to support building a consistent customer experience across digital and physical channels and to enable an increasingly individualized approach to the millions of customers using Castorama's ecosystem.
"Castorama is a very interesting partner for us precisely because it does not treat AI, data, personalization, or loyalty as separate marketing projects. At this scale of business, real value only emerges when data becomes a shared layer for many processes, and decisions made by algorithms can be used in real time across the entire organization. This is exactly the class of problems we have been building Synerise for, for years."
"There is also a symbolic dimension to this project that matters to us. One of the largest retailers operating in Poland, part of the international Kingfisher Group, is choosing – in the strategic area of data, AI, and personalization – technology created and developed in Poland. We do not treat this as a goal in itself, however. The ultimate test of technology always remains its scale, reliability, and measurable impact on the business. In Poland, nearly all key players in the retail and eCommerce industry use Synerise's services today – and our position globally is growing ever stronger," adds Jarosław Królewski, CEO and founder of Synerise.
A broad scope of collaboration
The partnership between Castorama Polska and Synerise will be developed in stages. Its scope is to include, among other things, the integration of selected sources of business information, the development of consistent customer experiences, personalization of communication and offers, the development of loyalty programs, the streamlining of operational processes, and support for activities carried out in digital and brick-and-mortar channels.
An important element of the project will also be the creation of a model that enables Castorama's teams to independently design and develop further business scenarios without the need to run a large technology project each time.
Synerise develops its own technology stack encompassing a data processing layer, analytics, artificial intelligence models, and automation, which makes it possible to use a single data context across many different business applications.
About Castorama Polska
Castorama Polska helps customers create better homes. For more than 25 years, it has provided products, services, and practical solutions supporting the construction, renovation, and furnishing of living spaces. The company owns and develops a network of Castorama Design Studios, offering professional support in interior planning and design from A to Z. Castorama Polska operates 109 stores across the country and an online sales channel, and employs more than 12,000 people. As a responsible business, it is engaged in environmental and social initiatives, including through the activities of the Castorama Foundation. The company belongs to Kingfisher plc – an international group specializing in the home improvement sector, with more than 2,000 stores in eight European countries. More information is available at: wiadomoscicastorama.pl and kingfisher.com.
About Synerise
Synerise is a company developing a proprietary AI and Big Data platform that enables the automation of business processes based on the analysis of behavioral data. Every day, it supports more than 500 deployments of its systems in 49 countries across six continents. The platform's clients and partners include brands such as: Carrefour, H&M, Ikea, JD, Nike, Pepco, Empik, InPost, Orange, Rossmann, dunnhumby, VTEX, Deloitte, PwC.
The Synerise platform is responsible for more than 3 billion AI-supported autonomous decisions daily, and its proprietary Big Data systems handle more than 225 billion queries per month. The company's solutions are regularly recognized in the world's most prestigious competitions dedicated to artificial intelligence.
Synerise also makes its technologies available through open-source projects, such as Cleora, and supports AI-related educational initiatives, remaining one of Europe's pioneers in the development and practical application of artificial intelligence.
www.synerise.com