| Customers: Pyaterochka Federal Trade Network Project date: 2024/01 - 2025/06
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2025: Opening of the first fijital pilot store
X5 Group On June 25, 2025, it announced the opening of the first fijital pilot store "Pyaterochka" , combining digital solutions in the physical space trade of the hall. It is located To Moscow at: st. Serpukhovskaya, d. 46, p. 34 and works from 8:00 to 23:00. TAdviser attended the presentation of the new store.
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Mikhail Yartsev, managing director of the Customer Experience X5 business unit, explained that the idea to create a similar store appeared in the company about a year ago. In the outlet of the new format, Kh5 tried to take into account the changing patterns of customer behavior. Even in stores of the usual format, there are more and more models of customer behavior. So, for example, young people buy twice as much ready-made food, and the older generation, which is usually more conservative, is increasingly using self-service cash desks.
The company decided that it is necessary to try to create a new unique client experience that will give the buyer, including saving time and more convenience: it is more comfortable than a regular store, and faster than delivery, the company says.
At the same time, Kh5 expects to receive more benefits for business from the new format. The task is to create a convenient, simple client path from the moment you enter the store, so that the buyer, making purchases and waiting for an order, is constantly under "pleasant pressure" to buy something else, Mikhail Yartsev explained.
Unlike the usual Pyaterochka, where about 70% of the area falls on the trading floor and 30% on the warehouse, in an experimental format the opposite proportion.
The most frequently purchased goods of daily demand are posted on the trading floor, and the rest, if necessary, is available for assembly of the order in stock. At the same time, a wider range of products is available for the buyer to choose on the spot than in a regular online store.
Alcohol is one of the most popular categories of goods. The Kh5 says that some buyers want to use it daily. In the alcohol zone there is a virtual assistant - an "electronic sommelier," which gives recommendations for choosing a drink and advises successful combinations.
When entering the fijital store, the buyer scans his Kh5 Club card (available in the Pyaterochki application), and based on his preferences and experience of previous purchases, personal offers are formed for him. However, it is not prohibited to purchase goods without a loyalty card.
The trading floor with an area of ~ 215 square meters. m presents an assortment of fresh consumer goods, and for the purchase of groceries and non-food products you can place an order on a large, unique touch screen of your own design Kh5 or on tablets located on the trading floor. This allows you to close more customer needs in a comparable area of a regular store.
They promise to collect the order right on the spot within 7 minutes. In the meantime, the order is being assembled, the buyer can drink coffee with fresh pastries or have a snack in the cafe area, where charging for gadgets is provided and Wi-Fi works.
 | Let it be better for the buyer to spend time in the expanded zone of the cafe, receiving positive emotions, and not negative from the search for goods inside the store, - said Mikhail Yartsev. |  |
As explained in the Kh5, in the area of a cafe with ready-made food, the choice is also more than in a regular store. For example, there are burgers here. A microwave is also available here, where you can warm up the ready-made food.
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While waiting, it is possible to watch in real time the assembly of your order in the warehouse through the screen. And when the order is ready, information about this will be displayed on a special scoreboard.
Then you can go to the point of issue of the order, after which it must be paid. For this, self-service cash desks are provided, and there are no payment points with cashiers.
Some of the store's price tags are electronic, so the information on them is always relevant and easy to read, which in general makes the store more efficient in terms of operations.
In addition, the store has self-service cash desks with the ability to pay for their purchase not only by card or through the Fast Payment System (FPS), but also in cash.
To accept cash in the payment zone, a special rather large device is installed.
Representatives of the Kh5 clarified to TAdviser that this store is the first in all Kh5 store chains where cash is received in the self-service area. In the future, a similar opportunity can be implemented in Crossroads.
As Mikhail Yartsev, managing director of the Customer Experience X5 business unit, explained, answering questions from TAdviser, the task of the fijital store is two things. The first is to increase trade due to a larger volume of additional sales. And the second is to increase operational efficiency. The latter boils down to the fact that, for example, electronic price tags on the sales floor and improved product placement allow you to optimize personnel for the same amount of operations.
Fewer personnel will work in the target model in Fijital-Pyaterochka than in the usual one, comparable in area, added Mikhail Yartsev. But now, at the start, there is, on the contrary, a little more personnel, since some of the operations still need to be calibrated.
He also clarified to TAdviser that the plans are to open several more similar stores in order to take into account the nuances that may not have been taken into account in the first version.
In the first weeks of the store, customers will be assisted by a special assistant who will answer all questions of interest about the new client path.
In addition to innovations for customers, the store has updated the area for employees: eating rooms, bathrooms, a convenient screen for tracking the results of the point.
Note that Russian retail as a whole has been experimenting with new store formats for more than one year. In particular, there have already been attempts on the market to introduce the format of stores completely without sellers and cashiers, but on a large scale this format has not yet taken root in local realities.
The Kh5 notes that in its fijital store the company took into account, among other things, foreign experience. We also studied the possibility of introducing Scan & Go, a technology that allows store customers to scan product barcodes using a smartphone, tablet or other mobile device. However, as experiments have shown, this technology has not yet taken root in Russia. It is most popular in those countries where they managed to introduce it before the spread of self-service cash desks.
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