X5 Group pilots Russian-designed processing for loyalty program

2022: Launch of Russian Loyalty Program Processing Pilot

On June 29, 2022, X5 Group, a grocery retail company in Russia, announced the launch of a Russian-designed updated processing pilot for a loyalty program. As of June 2022, in test mode, the system is already operating in more than 1,500 Pyaterochka stores in Moscow and the region. The pilot in the capital region has already been completed and then Pyaterochka stores in all regions of presence will be gradually connected to this processing, in July testing will begin in Perekrestok supermarkets.

To resume using the loyalty program to customers of the Pyaterochka retail chain, you do not need to take additional actions. All existing "Help Cards" will continue to work as usual. Customers in connected stores already have access to write-off and accrual of points on plastic "Help-cards." Still, with the help of a loyalty card in all stores of the retail chain, you can accrue points for purchases, get a discount when presenting a card on goods with promotional price tags. Everyone who made purchases during the transition to this processing has already been awarded points on loyalty cards.

The presented loyalty program processing was launched by the Kh5 technology team on the platform of the Russian company Loymax. The solution provides additional opportunities for developing customer experience: in particular, unified authorizations client standards have been implemented in the system, excluding duplication, data as well as its own crisis monitoring system with instant notification. This processing is deployed on the Kh5 infrastructure, which ensures the stability of the program and reliable preservation of customer data. Also, the solution on the Loymax platform allows you to refine the system and implement new functionality, regardless of market restrictions.

In total, more than 60 million customers will be transferred to this Kh5 processing, and more than 19 thousand stores and about 86 thousand cash centers will be connected to the system. Already in the summer, X5 will completely switch to this loyalty processing, including the ability to use cards in mobile applications, and will begin to develop the functionality of the loyalty program. In the fall of 2022, the Kh5 plans to return the opportunity to choose its favorite categories and partner offers, in addition, there will be other mechanics and expanded opportunities for customers.