|
For 2009, soft discount stores reported net retail sales
of RUR 148,350 million, a year-on-year increase of 34%
in RUR terms. Pyaterochka’s sales amounted
to 54% of X5’s total net retail revenue for the year.
X5’s exceptionally strong LFL sales performance this year
was led by the phenomenal success of soft discounters.
Discounter like-for-like sales grew by an industry-leading
17% on strong increases in customer traffic and resilient
basket size performance.
|
|
Pyaterochka outperformed the competition, attracting
new
customers and strengthening positions across
regions
thanks to its lowest price in the market on
100% of assortment brand promise. It also scored well
with customers
with a new advertising campaign playing
up Pyaterochka as the brand for ordinary Russians.
This is reinforced by our high-profile sponsorship of
the Russian National Football Team.
|
|
Soft discounters offer superior prospects in any economic environment, and in 2010 we plan to accelerate expansion and strengthen our leadership in discounters with 200-250
new stores.
|
|
We will continue to invest in Pyaterochka’s position
as the Russian price leader, and evolve assortment
towards lower price points and private label offerings.
|