Perekrestok

from Wikipedia, the free encyclopedia

Perekrjostok ( Russian Перекрёсток , in German crossing ) is the largest Russian supermarket chain , managed by X5 Retail Group .

The chain’s 800th supermarket opened in August 2019.

Moscow Perekrestok supermarket in the new 2020 concept, exterior view

history

The chain was founded in 1995, the first supermarket was opened in Moscow .

In 2002 Perekrjostok started to open supermarkets in other regions.

In 2006 the merger of the retail chains Perekrjostok and Pjatjorochka , the company X5 Retail Group was founded, while the retail chain kept its name.

In 2014, the transition to a new concept was started, which includes the installation of modern equipment, more efficient design of the sales rooms, and changes to the interior and exterior design.

Basic key figures

After 2017, the company operated 852 perekryostok supermarkets, and the chain's total revenue was 273 billion rubles.

The basic key figures of the retail chain (as of December 31 of the year)
Key figure / year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Number of supermarkets   301   330   370   390   403   478   539   638   760   852
Sales area, thousand square meters   313   347.3   383.5   397.8   415.8   484   548.5   637.2   781.5   900
Retail sales net, billion rubles   83.1   99.8   105.5   110.7   115.6   130.1   155.4   186.9   230.8   273
Number of customer visits, million   263   291   297   307   302   304   305   407   505   589

Pilot projects

Seljonyj Perekrjostok in the Moscow suburb of Butowo

In 2008 the first Seljonyj Perekrjostok ( Green Crossing ) store in Russia was opened in Rostov-on-Don . In March 2009 the first premium-class supermarket Seljonyj Perekrjostok opened in Moscow . Later, the elements of the Seljonyj Perekrjostok concept were used in the redesign of the entire Perekrjostok chain.

IT and innovations

In July 2017, the company started the Smart Wi-Fi project , as part of which the free WiFi network will be established in 250 Moscow Perekrjostok supermarkets. The network also enables customers to send promotional messages and push messages immediately after being connected to the network.

In November 2017, Х5 introduced machine learning technology for target group-oriented marketing in the Perekrjostok retail chain and created individual offers for all participants in the “Club Perekrjostok” loyalty program . With the help of machine learning technology, customers are divided into groups with uniform characteristics and the offers are prepared for them. The system analyzes the data of the selected target group and creates models of personal marketing campaigns taking into account demographic and several hundreds of behavioral criteria, including: purchase frequency and purchase amount, preferences , lifestyle factors, acceptable price levels , preferred types of goods and times when visiting supermarkets. Customer sensitivity for specific offers is forecast using various analytical models. The system also determines the most efficient communication channels for selected target groups and prepares the texts for marketing messages.

In May 2018, Х5 successfully completed the large-scale project to automate demand forecasting and replenishment planning in the supermarkets and distribution centers of the Perekrjostok and Karussell retail chains. For this purpose, the basic processes in the areas of logistics , marketing , and trade were changed in X5 and the new comprehensive system of supply chain management was introduced. Thanks to the implemented solution, the forecast accuracy has increased by 17%, which means that the actual availability of goods on the shelf has increased by 5%. The company has also managed to reduce its inventory level by 13%.

logistics

In 1998, the company was the first among Russian retail chains to open the modern distribution center in Pawelzewo, not far from Sheremetyevo Airport.

As of December 31, 2019, 11 of the 42 distribution centers of X5 Retail Group supply the large retail chains Perekrjostok and Karussell .

Web links

Individual evidence

  1. ↑ Company Overview of Pyaterochka Holding NV Bloomberg LP, accessed on August 25, 2018 .
  2. ↑ a b c Annual Report 2019. X5 Retail Group, accessed on April 19, 2020 (English).
  3. ↑ Annual Report 2010. X5 Retail Group, accessed on August 25, 2018 (English).
  4. ↑ Annual report 2011 (online version). X5 Retail Group, accessed August 25, 2018 .
  5. ↑ Annual Report 2012. X5 Retail Group, accessed on August 25, 2018 (English).
  6. ↑ Annual Report 2013. X5 Retail Group, accessed on August 25, 2018 (English).
  7. ↑ Annual Report 2014. X5 Retail Group, accessed on August 25, 2018 (English).
  8. ↑ Annual report 2015 (online version). X5 Retail Group, accessed August 25, 2018 .
  9. ↑ Annual report 2016 (online version). X5 Retail Group, accessed August 25, 2018 .
  10. ↑ Annual report 2017 (online version). X5 Retail Group, accessed August 25, 2018 .
  11. ↑ Annual Report 2018. X5 Retail Group, accessed on April 19, 2020 (English).
  12. ↑ X5 Retail Group to launch new premium supermarket concept under the “Green Perekrestok” brand. X5 Retail Group, April 1, 2008, accessed August 25, 2018 .
  13. ↑ Perekrestok supermarkets want to know more about buyers. SAO "Business News Media", July 25, 2017, accessed on August 25, 2018 (Russian).
  14. ^ X5 Retail Develops Targeted Marketing Technology. November 1, 2017, accessed August 25, 2018 .
  15. ↑ Russia: X5, Magnit and Lenta round up. November 16, 2017, accessed on August 25, 2018 .
  16. ↑ Russia's X5 Retail Group Introduces Automated Supply Chain Solution. May 15, 2018, accessed August 25, 2018 .
  17. ↑ X5 invests to optimize stores. May 25, 2018, accessed August 25, 2018 .