Biedronka expands e-commerce with new Biek delivery application

The Polish retailer Biedronka is launching a dedicated application for its Biek delivery service, marking a strategic shift toward independent e-commerce management. Previously, express deliveries were primarily facilitated through the Glovo platform.

Under new loyalty program regulations effective November 5, the retailer will implement a unified login system for both its standard and delivery applications. This integration allows Biedronka to merge in-store purchase histories with online order data. The company intends to use these combined consumer profiles to enable more precise advertisement targeting on external digital platforms.

Existing loyalty program members will be able to access the new service using their current credentials, while new users can register via SMS verification. The move is viewed as an effort to gain greater control over the customer purchase journey.