KPL (Coalition Loyalty Program)

History

2024: X5 bought 30% of KPL

X5 Group acquired 30% of KPL LLC, which is the operator of the Orange loyalty program. This became known at the end of July 2024.

As a result of the transaction, the shares of Alfa-Bank and VimpelCom in KPL LLC decreased to 30% each. Andrey Pisarev remains the general director of the operator company, who also continues his activities at X5 Group.

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Freepik

The Orange loyalty program offers customers the opportunity to receive cashback for using various partner offers. The maximum refund rate reaches 24%. For example, the use of the X5 Club loyalty card provides 0.5% of cashback, and a subscription to Beeline TV and the cloud service Cloud Beeline add 2% each.

Accumulated points, called "oranges," can be used to buy products in the Pyaterochka and Perekrestok chains, as well as to purchase travel insurance from Alpha Insurance and other offers of program participants.

New partners are expected to join the Orange program in the near future, including Lamoda, the Many Salmon sushi delivery service and home appliance manufacturer Redmond. This expansion of the partner network will allow customers to receive even more benefits and cashback for their purchases.

X5 Group continues to develop its own loyalty program "X5 Club," which today has 80.4 million active users. The inclusion of Orange in the X5 Group loyalty portfolio provides customers with additional opportunities and benefits.

The entry of X5 Group into the Orange project opens up new prospects for our clients, offering wider opportunities for obtaining cashback and profitable offers, - said the representative of X5 Group.[1]

Notes