22 July 2022

Х5 relaunches Pyaterochka and Perekrestok loyalty programmes as X5 Club

Moscow, 22 July 2022 – X5 Group (“X5” or the “Company”, LSE and MOEX ticker: FIVE), a leading Russian food retailer, has reimagined the loyalty programmes for its Pyaterochka and Perekrestok retail chains as Х5 Club.

The loyalty programme enables customers to earn and spend bonus points interchangeably at any of the chains’ stores across the country. All Pyaterochka and Perekrestok stores have been transferred to the new platform.

Igor Shekhterman, CEO of X5 Group, commented:

Our strategy envisions presence at all stages of the customer journey, as well as a seamless shopping experience and added value across Х5 businesses. Reworking the Pyaterochka and Perekrestok loyalty programmes into Х5 Club is a major stepping stone towards these strategic goals, harmonising the customer experience for Pyaterochka and Perekrestok shoppers. In the future, we want to bring the same level of convenience to all our customers by incorporating other Group businesses into Х5 Club, including the online hypermarket Perekrestok, Mnogo Lososya,, our unified subscription service X5 ID and more. We also plan to add new services to Х5 Club by partnering with other companies, thus catering to an even broader range of customer needs. 

“Х5 Club represents a milestone in realising X5’s mission of improving people’s quality of life by offering affordable and healthy products, delicious foods and help with everyday needs. At the heart of this new solution is a new, domestically developed processing platform. Since March 2022, more than 60 million customers have transferred to the platform, in what has become the biggest loyalty programme system migration in Russian retail. This processing revamp has allowed us to increase the system’s reliability and shore up data protection.”

At the initial stage, customers who participate in X5 Club will receive cashback in the amount of 0.5% on every purchase. They will also be able to see their total number of accumulated bonus points on all purchases across the two retail chains. X5 will gradually introduce new benefits for different categories of loyalty programme participants, with active users to accrue bonus points at a higher percentage of their ticket amount. X5 Club members can continue to use the Pyaterochka and Perekrostok mobile apps and can present any of the eligible loyalty cards – for Pyaterochka, Perekrestok or X5 Club – during checkout.

Customers will be able to earn and spend bonus points when shopping at Pyaterochka and Perekrestok using the chains’ physical or virtual loyalty cards. At present, customers using self-checkouts in Pyaterochka stores can only write off bonus points using physical cards. The option to write off bonus points from the Pyaterochka mobile app will be launched in the near future.

In the autumn, the Company plans to further develop Х5 Club by enabling users to choose higher cashback categories and receive personalised offers, among other benefits.

From March to July 2022, while the processing system for X5’s loyalty programmes was being upgraded, all bonus points were credited to customer accounts. The Company has extended the deadline for using previously earned points, while points earned during the system transition period will become available for spending.