 | |
Native name | Перекрёсток |
|---|---|
Romanized name | Perekrestok |
| Industry | Retail |
| Founded | 1994; 31 years ago (1994) inMoscow, Russia |
| Revenue | 230,800,000,000 Russian ruble (2018)  |
Number of employees | 30,400 |
| Website | perekrestok |
Perekrestok (Russian:Перекрёсток,romanized: Perekryostok, translates as "crossroad" in English) isRussia’s largestsupermarket chain managed byX5 Retail Group.
In August 2019, the chain opened its 800th store.
The chain was founded in 1994, when the first supermarket opened inMoscow.
In 2002, Perekrestok started expanding into other Russian regions.
In 2006, Perekrestok andPyaterochka merged, creating X5 Retail Group while keeping the Perekrestok brand unchanged.[1]
In 2014, the chain adopted a new store concept, with state-of-the-art retail equipment, better use of selling space, and improved interior and exterior design.
In February 2020, Perekrestok had begun the roll-out of new store concept. Among the highlights of the new concept were an updated interior and exterior designs, and a selection of new services offered in-store. The new Perekrestok concept was designed to meet the needs of today's customers, including frequent purchases ofready-to-eat and ready-to-go products. About 50% of the selling space was dedicated to fresh categories (fruits,vegetables,dairy products,cheese,deli meats, as well as freshfish andmeat) orsalad bars,bakeries, andcafés. A special area was focused on thehealth foods category.[2]
As of 31 December 2019, Perekrestok managed a total of 852 stores that generated revenue of RUB 273 bn.[3]
| Key operating metrics of Perekrestok (as at 31 December) | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Parameter / Year | 2010[4] | 2011[5] | 2012[6] | 2013[7] | 2014[8] | 2015[9] | 2016[10] | 2017[11] | 2018[12] | 2019[3] |
| Number of stores |  301 | 330 | 370 | 390 | 403 | 478 | 539 | 638 | 760 | 852 |
| Selling space, '000 sq m | 313 | 347.3 | 383.5 | 397.8 | 415.8 | 484 | 548.5 | 637.2 | 781.5 | 900 |
| Net retail revenue, RUB bn | 83.1 | 99.8 | 105.5 | 110.7 | 115.6 | 130.1 | 155.4 | 186.9 | 230.8 | 273 |
| Customer visits, m | 263 | 291 | 297 | 307 |  302 | 304 | 305 | 407 | 505 | 589 |
In 2008, the first premium class supermarketGreen Perekrestok opened inRostov-on-Don.[13] In March 2009, the firstGreen Perekrestok was launched in Moscow. Some elements of theGreen Perekrestok concept were later incorporated into a modernisation programme that spanned the entire Perekrestok chain.
In July 2017, Perekrestok launched SmartWi-Fi, a project to create a free Wi-Fi network in 250 Perekrestok supermarkets in Moscow.[14] The initiative enables the company to show ads and send push notifications to customers immediately after they get connected.
In November 2017, X5 introducedmachine learning to bolstertargeted marketing at the Perekrestok supermarket chain, and developed personalised offers for all members of the Perekrestok Clubloyalty program.[15][16] The company leverages machine learning to groupcustomers into segments based on common features and create offers for them. The system analyses groups of customers and designs personalisedmarketing campaigns based on demographic and several hundred behavioural factors, such as: frequency of purchases and ticket size, customer preferences, lifestyle fundamentals, acceptable price levels, favourite product categories and preferred shopping hours. Customer sensitivity to offers is predicted using various analytical models. In addition, the system picks out the most efficient communication channels for a target audience and automatically generates marketing messages.
In May 2018, X5 successfully completed a large-scale project to automate the processes ofdemand and replenishment planning at both stores and at Perekrestok and Karusel distribution centres. To this end, the Company redesigned its corelogistics,marketing andsales processes, and introduced an end-to-end system ofsupply chain management, boosting forecast accuracy by 17% and increasing on-shelf availability of products by 5%. The Company also reduced inventory levels by 13%.[17][18]
In November 2019, X5 Retail Group has opened a ‘lab store’ based on Perekrestok in Moscow, to test new technologies that will enhance customer experiencе. Engineers in the lab is conduct in-store trials of electronic shelf labelling, video analytics, smart shelves, digital information panels, and self-scanning and self-checkout systems. If a technology works out in the lab, it will move on for pilot testing in Pyaterochka, Perekrestok and Karusel stores, where X5 experts will also assess the viability and impact of these technologies on sales and costs. Based on the results of the pilot stage, a final decision is made on the implementation of the new technology in X5 stores.[19]
In 1998, Perekrestok was the first Russian retail chain to open a modern distribution centre inPaveltsevo, near theSheremetyevo Airport.
As of 31 December 2019, 11 out of 39 distribution centres of X5 Retail Group serve the large formats of Perekrestok andKarusel.[3]
2021: Perekrestok received awards in 5 nominations at the annual international Red Apple Award. According to the results of the voting, the retail chain received a bronze award for the project #Rebirth (#ПЕРЕрождение), as well as 2 silver and 2 bronze statuettes for the advertising campaign "Grocery Garden" together with the project "HELP". The Grocery Garden (Продуктовый Сад) was awarded silver awards in the following nominations "Influence and Сontent marketing" and "Best in Instagram". Бронзовые награды проект получил в номинациях "Non-profit" and "Influencer and Content marketing".[27]
2022: The Perekrestok retail chain has won five awards at the annual Customer Experience World Awards 2022 (a professional competition in the customer experience industry).[28]