Moscow, 25 June 2025 – X5 Group (“X5”, MOEX: X5), a leading Russian food retailer, announces the opening of an experimental store by its Pyaterochka retail chain that merges digital solutions with a physical retail space. The new format aims to deliver a unique shopping experience through phygital innovations, reinforcing X5’s strategy of technological leadership in retail via digital and cutting-edge solutions.
Located in Moscow at 46 Serpukhovskaya Street, building 34, the store operates from 8:00 a.m. to 11:00 p.m. Upon entry, customers scan their X5 Club loyalty card (available in the Pyaterochka app) and receive a unique list of personalised offers based on their preferences and past purchases.
The sales floor covers 215 sqm and features a selection of fresh daily essentials, while dry goods and non-food items can be ordered via a large, custom-built X5 touchscreen or using tablets located in the store. This enables more customer needs to be met within a conventional store’s retail space.
While their orders are being assembled, shoppers can enjoy coffee with fresh pastries or snacks in the café zone, complete with device charging stations and complimentary Wi-Fi – everything is designed with customer convenience and time efficiency in mind.
The alcohol section includes a virtual “e-sommelier” assistant, offering drink recommendations and ideal food pairings.
The store uses digital price tags to ensure real-time accuracy and readability while boosting operational efficiency. In addition, it features self-service checkouts that offer the option to pay in cash as well as using bank cards or the Faster Payments System (FPS).
The store also features upgraded staff facilities with dedicated break rooms, restrooms and a convenient screen for tracking the store’s performance.
“The world is rapidly evolving and digitalising, and as retail leaders, we are committed to making shopping as seamless and comfortable as possible for all customers, including younger generations. We are exploring optimal scenarios that will remain relevant for our shoppers over the next 3–5 years. Our first experimental store of the future blends advanced technology with physical service, shaping new habits and shopping experiences,” said Vladislav Kurbatov, General Director of Pyaterochka.
During the store’s first weeks in operation, a dedicated assistant will be on hand to guide customers through the new shopping journey.