Moscow, 30 July 2024 – X5 Group, a leading Russian food retailer, is consolidating the sale of its advertising and analytical services under the X5 Media brand, in a move that transforms the Group’s approach to how it markets its services for partners. The new business unit will operate as a single storefront for its media services, where partners will be able to access a host of advertising capabilities across a range of businesses within the Group’s perimeter.
X5 Media’s offering spans the advertising capabilities of X5 businesses that cumulatively reach a total of more than 80.5 million customers. The tools offered by X5 Media cover customers of the Pyaterochka and Perekrestok retail chains as well as the Vprok.ru online hypermarket, the 5Post delivery service, the Food.ru online media platform, and the X5 Blogger platform for launching large-scale influencer marketing campaigns. Additionally, advertisers will have access to big data-powered analytical tools via the Dialog.X5 digital platform.
X5 Media will enable advertisers to combine various communication tools and launch offline and online cross-format campaigns through a one-stop shop solution that provides a high-quality customer experience. The powerful advertising tools on offer will meet the needs of more large-scale and strategic as well as ad-hoc marketing campaigns, including campaigns aimed at building and enhancing brand recognition, promoting products and boosting sales growth. Any commercial or non-commercial entity, including existing suppliers across X5’s retail chains, can access the Company’s streamlined media planning service.
Nikolay Shestakov, Head of X5 Media and CEO of the Food.ru media platform, said:
“X5 has long grown beyond just a brick-and-mortar store, with sales of proprietary advertising tools becoming one of our strategic pillars. As early as last autumn, we started providing one-stop-shop access to the advertising capabilities of X5 Group businesses to meet market demands, with their daily audiences exceeding 20 million people. The new unit led by X5 Media will consolidate the expertise and sales processes across all tools to provide a more convenient experience to advertising agencies and customers interested in advertising services, including retail chain suppliers, banks, construction companies and other businesses with footprints across all of Russia.
We currently offer over 15 various offline and online communication channels while investing in tool development and enhancing the customer service experience for advertisers. We plan to create geolocation products and design a more user-friendly customer account as well as expand the range of our off-site formats, native and social advertising, in-store tools and partner programmes. We are also continuously working to expand our capabilities in using data for campaign planning, tracking and adjustment during the execution phase.”
X5’s advertising services and their marketing toolkit will enable advertisers to carry out end-to-end advertising communications throughout the customer journey and help to analyse the impact of an advertising campaign on the customer’s short- and long-term in-store behaviour. The single storefront of X5 Media’s advertising and analytical capabilities includes a number of different promotion channels:
- In-store (TV displays with video and audio advertisements across X5 Group’s retail chains, radio broadcasting, and branding at self-service checkouts and automated parcel lockers)
- E-commerce (websites and apps of X5 Group online stores)
- External digital capabilities (Food.ru, social media, external advertising using X5 data, and partner integrations)
- Partner programmes
Along with B2B, X5 Media is enhancing its B2C approach to offer a more attractive omnichannel customer experience through personalised, interactive, and native advertising and thus boost customer loyalty across its retail chains.