Kh5 Club Loyalty Program Pyaterochka and Crossroads

2022

Launch a personal analytics service for each member of the "Kh5 Club"

X5 Group, grocery retail the company in, Russia announced on December 20, 2022, the launch of a personal service analysts for each participant. " Kh5 of the Club The service is implemented on a separate page of the buyer's personal account and allows the consumer to get an analysis of their own spending trade in the networks "" and Five"" for Intersection 2022. The product is its own development X5 and is implemented in the product retail with such a depth of analytical. data

Customers of retail chains will Kh5 be able to see their personal analytics on completed purchases during the year, as well as statistics on specific products: for example, which product was purchased most often or how many kilograms of bananas the user bought for a specific period. The page contains data on accumulated points for the year and on what they can be spent. The service will also help you assess your expenses, money saved on promotions and benefits for points used.

Kh5 also updated the client's personal account to track the cashback level from purchases in the Pyaterochka and Perekrestok retail chains. Now buyers will be able to control the check history in a single X5ID user profile, analyze their own spending by category and track the accrual of loyalty program points. A showcase section of the Unified Kh5 Partnership Center also appeared in the client's personal account. With its help, users will be able to exchange Kh5 Club points for partner promotional codes or other offers.

In order to help customers save on everyday purchases, in addition to convenient products - the Kh5 Club loyalty program and the Package subscription service - the company had to give personal analytics tools into its hands. That is why two services were launched at once - a page where you can summarize the personal results of the year in grocery retail, and a personal account where your own spending can be monitored 24/7. There were no examples of such a multi-format personal account in retail. To launch, the company looked not only at the Western, but also at the Asian experience, where such services are known. The implementation of these services would be impossible without the breakthrough development of the X5ID identification system, where more than 26 million users have already been registered and a large amount of data has been accumulated, commented on Evgeny Galimsky, Director of Identification and Subscription Service Development, Kh5 Group.

Also, Kh5, on the eve of the launch of the service, conducted a study and found out which categories and specific products became the most famous in 2022. The study analyzed data from 68 million visitors to X5 retail chains.

The most famous products were bananas - they accounted for a quarter of spending (22.15%). The second and third places in terms of fame are occupied by potatoes (20.33%) and granulated sugar (11.87%). In addition to bananas made from fruits, Russians prefer seasonal apples (8.49%) and tangerines (7.23%). Of the vegetables, tomatoes (6.78%), onions (6.07%) and white cabbage (5.46%) were the most purchased. Interestingly, watermelons (6.36%) were more in demand than chicken carcass (5.26%).

In 2022, the most popular category among Russians was products from the "bread" category (13.44%). Vegetables were in second place (12.35%). Respondents prioritize taking care of pets, which is why wet cat food (11.93%) is ahead of beer (11.9%) and even yoghurts with desserts (10.62%). Further, in terms of the number of payments made, there is a purchase of tobacco (8.53%).  

During the year, Russians preferred deliveries to take fruits (8.16%), (7.93%) milk and products from bakeries of the Pyaterochka and Perekrestok retail chains (7.65%) when going to the store or decorating. The final favorite category of buyers was chocolate and chocolate products in general (7.45%).

Name change and transition to the Russian processing platform

X5 Group, a grocery retail company, Russia has updated the loyalty programs trade chains "Pyaterochka" and under "Crossroads" the updated name "Kh5 Club": now customers can save and use the points received in the stores of either of the two retail chains throughout. Russia This was announced on July 22, 2022 by representatives of the X5 Group.

"We continue to implement the strategy of presence at all stages of the customer path, creating seamless purchasing experience and additional benefits in the business system. Kh5 Updating the loyalty programs Pyaterochka and Perekreshka under the new name Kh5 Club is a fundamental solution for the implementation of this strategy, which will combine the experience of Pyaterochka and Perekreshka buyers. In the future, we plan to connect other businesses of the Group to the X5 Club - the online hypermarket Vprok.ru Perekrestok, Many Salmon, Food.ru, subscription and others - to form the best conditions for all our clients. In addition, our plans to expand the set of services in the X5 Club through partnerships with other companies, which will satisfy more needs of X5 buyers, "said Igor Shekhterman, Chief Executive Officer of X5 Group.

According to him, the basis for updating the loyalty program was the processing the Russian development platform. Read more about the project. Since here March 2022, more than 60 million customers have been transferred to this processing. Restarting the processing made it possible to increase the reliability of the system, including in part, data protection concluded a top manager.

At the start of participation in the Kh5 Club, 0.5% of the cashback of the check amount is charged for each purchase, and the user now sees the number of accumulated points from all purchases, regardless of the network. Gradually, new levels of program participants will appear: active users will be able to receive increased points accrual rates. Members of the "X5 Club" can continue to use either of the two mobile applications and present at the checkout any of the bonus cards - "Pyaterochki," "Crossroads" or "Kh5 Club."

Using a physical or virtual card of any retail network, the buyer can accrue and write off points when buying in Pyaterochka and Perekreshestka. In Pyaterochka stores at self-service checkouts (CSR), customers can write off points only from plastic cards. The write-off of CSR points from the mobile application will be launched in the near future.

In the fall, the company plans to expand the functionality of the X5 Club: it will be possible to choose your favorite categories with increased cashback, receive various personal offers and much more.

During the March-July 2022 processing upgrade period, all points for purchases were accumulated and stored in customers' accounts. As of July 22, 2022, all Pyaterochka and Perekrestok stores have already been transferred to the Russian platform.