11 June 2019

Perekrestok opens store to pilot new concept

Moscow, 11 June 2019 – X5 Retail Group N.V. (“X5” or the “Company”), a leading Russian food retailer (LSE and MOEX ticker: “FIVE”), announces the opening of the first Perekrestok supermarket that pilots elements of the format’s new concept. The store, located at 7 Tallinskaya St., will test the majority of the innovations that lie at the heart of Perekrestok’s new concept. The supermarket format plans to test more ideas at several other new stores before the end of 2019, in order to conduct a comprehensive review of the pilots as the new supermarket concept is finalised.

Perekrestok closely tracks the changing needs and sentiment of its customers. Based on its analysis of current trends, the chain is introducing “emotional” design elements at its stores and ensuring that they meet demand for fresh products and ready-to-eat foods. Half of the new supermarket’s 2,000 sq m selling space is devoted to fresh assortment, including both a variety of fruit and vegetables (F&V) and refrigerated deli cheeses and meats, a special chamber for dressed meat storage, a counter with fresh fish and meat, as well as a salad bar, bakery and cafe. The entire zone features an inspiring design with accent lighting and suspended elements. This will be the first thing that customers see when they enter the supermarket.

For the smoothest shopping experience possible, the new Perekrestok offers two paths for its customers, one shorter and the other one longer. The first one takes shoppers through the F&V zone, salad bar, ready-to-eat section, cafe, and bakery. This makes it possible for people who popped in to grab some ready-made or fresh foods can be out of the store in no time. The long route takes the customer along the outer areas of the store that sell fish, meat, deli, dairy, grocery, beverages and associated goods. By smartly positioning “magnet” categories that enjoy the highest demand, the store is able to eliminate “grey” zones.

The appearance of the store and its interior design remain consistent with the existing Perekrestok branding, colour schemes, and the prevalence of lighter tones. At the same time, lighting in various zones and the sections’ colour temperature have been updated. The F&V, cafe, fish and meat, bakery, wine and spirits sections have all been given individual illumination. In addition, the fish and F&V sections are piloting dynamic lighting that changes colour and accented visual icons. This kind of lighting really catches the eye and does a great job setting the tone.