X5 Retail Group

X5 Retail Group N.V. is the largest retail company in Russia in terms of sales. As of 30 September 2010, X5 had 1,630 Company-managed stores, including 1,232 Pyaterochka soft discount stores, 289 Perekrestok supermarkets, 65 Karusel hypermarkets and 44 convenience stores. X5 Retail Group has stores in 42 regions of the Russian Federation, as well as in Ukraine.

Its key strategic objective is to become the main consolidator of the Russian food retail market and the absolute leader of Russian retail, able to compete with leading international chains as an equal.

X5 Retail Group N.V.'s global depository receipts have been traded on the London Stock Exchange since May 2005 under the ticker "FIVE".

X5 Club's main goal, developed by one of the largest chains of retail stores in Russia, is to reward supermarket and hypermarket customers for their loyalty by offering them loyalty points. The main assumption of the program implementation was to build a loyalty program scheme supported by an effective and modern IT solution. X5 Club consists of two independent loyalty programs: "Perekrestok Club" and "Volshebnaya Karta". Both are supported and managed by the Comarch Loyalty Management solution.

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• X5 Retail Group Case Study