X5 Retail Group N.V. is a leading Russian food retailer. The Company operates the following retail formats: the soft discounter chain under the Pyaterochka brand, the supermarket chain under the Perekrestok brand, the hypermarket chain under the Karusel brand the online retail channel under E5.ru brand and convenience stores under various brands.


At 31 December 2013, X5 had 4,544 Company-operated stores. It has the leading market position in both Moscow and St. Petersburg and a significant presence in the European part of Russia.

Implemented solutions

Comarch Loyalty Management

Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers. To maintain high levels of customer satisfaction, program participants  can be easily engaged through the built-in marketing geo-located offers and promotion actions, such as lotteries, special auctions, coupons or benefits for rewarding the best customers.  

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Business challenges


  • to create programs to reward the most loyal supermarket and hypermarket customers for their purchases
  • to build a loyalty program scheme supported by an effective and modern IT solution
  • to support 2 independent loyalty programs



The Implemented Product


The entire loyalty program implementation project was finished within six months, together with the implementation of Comarch Loyalty Management. The project also includes consulting services, technical support, maintenance, hosting and DRC services provided at Comarch Data Center in Krakow. The Comarch Loyalty Management system processes transactions in real time.


As part of Comarch Loyalty Management, Business Administration, Multipartner Application, Contact Center and Customer Web Application modules were installed (a separate portal for each program).


The integration between Comarch Loyalty Management and the MVNO operator ALLE enables program participants to exchange loyalty points for additional minutes or SMSes or they can receive additional minutes for the purchase of particular products.

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