Pyaterochka_angliyskiy

1. Pyaterochka: Sales Promotion Methods

Business Informatics
Kiyashkina Marianna Alexandrovna
BIN-b-o-25-2

2. Company Profile

• Pyaterochka — Introduction
• Founded: 1998 by Andrey Rogachev
and Alexander Girda
• First store: 1999, St. Petersburg
• Parent company: X5 Group (since
2006)
• Format: Proximity discount grocery
chain
• Store count: ~26,000 stores (June
2026)
• Position: Russia's largest food retail
chain by store count

3. Loyalty Program & Gamification

Loyalty Program & Gamification
Method 1: X5 Club Loyalty Program
• Points-based system; bonuses for every purchase
• Redeemed for discounts, free products, partner
offers
• Integrated across all X5 formats
Method 2: Gamification
• Games in mobile app ("Om Nom")
• 4.2+ million users; 22 sessions per month
• 9 million participants in 2025
• Rewards: bonuses, discounts, personalized offers

4. Price Promotions & Partnerships

Price Promotions & Partnerships
Method 3: Price Promotions
• "Excellent Days" nationwide campaigns
• "5th Product" mechanics
• Digital coupons via X5 app
• Seasonal sales
Method 4: Cross-Promotion & Partnerships
• "Apelsin" payment service — 7% cashback
• VK Fest 2025 — reach 20 million people
• Food.ru collaboration — average check +52%

5. In-Store & Digital Promotions

In-Store & Digital Promotions
Method 5: In-Store Promotions
• POS materials, shelf-talkers, wobblers
• Cross-merchandising, sampling
• Checkout zone impulse items
Method 6: Digital & Mobile Promotions
• Personalized push notifications
• QR-code campaigns
• Geolocation offers
• Data-driven personalization

6. Franchise Promotion & Results

Franchise Promotion & Results
Method 7: Franchise Program "OKOLO"
• 7,241 franchise points
• Brand recognition + loyalty integration
• Centralized marketing support
Effectiveness:
• X5 revenue growth: +9.9% (Q2 2026)
• Ready-to-eat sales: +37% during campaigns
• Gamification ROI: 8.5x growth in 3 years

7. Conclusion

Key Takeaways
1. Multi-channel approach: traditional +
digital methods
2. Technology-driven: gamification and
personalization
3. Ecosystem integration: partnerships
amplify reach
4. Data-centric: analytics inform every
decision
5. Scalable model: franchise + digital +
loyalty