Moscow, 12 September 2023 – X5’s Paket service has posted its results for the two years since launch. Subscription to this X5 service was piloted in 2021, gaining a wider audience in August 2022 following a hard launch as a market-ready product. Over this period, the service’s sales reached RUB 44.5 billion, including RUB 28 billion to date in 2023. At the same time, the service’s contribution to sales in the delivery segment came in at RUB 5.4 billion, with 17% of users preferring this option.
Over 1.1 million new users took up the service this year. The average bill of Paket user customers is RUB 650, or 5% higher than for non-user customers. The service’s customer base has an almost even gender split of 49% women and 51% men, with an average age of 35 years, mostly inhabitants of cities with a population of a million or more. Paket service subscribers visit X5 stores almost twice as often as non-user customers, with user customers making an average of 14 purchases per month. A quarter of Paket users visit both Pyaterochka and Perekrestokstoresoperated by X5.
Yevgeny Galimsky, Development Director of ID and Subscription at X5 Group, said: “Paket has become grocery retail’s first subscription service to provide customers with all benefits and bonuses offered by a retail group’s various businesses, both offline and online. We aim to improve our customers’ quality of life while saving them time and money. We are talking not only about the premium segment: our service helps customers to save on their regular shopping at Pyaterochka and Perekrestok stores. Over a million people have already signed up and discovered the benefits offered by our subscription service. We plan to forge ahead with expansion of the service, including by engaging new partners and improving the customer experience.”
The service team plans to foster partnerships with major players and actively promote its offline business. An option has been launched recently allowing the service to be activated right at Pyaterochka and Perekrestok checkouts. The service team continues to gain insights into customers’ preferences and adapt products accordingly. New rates were launched in August this year, with six- and twelve-month subscription options now available in addition to a monthly prepaid subscription. A single version of the subscription service is currently available to customers: Paket for RUB 120, valid both for Pyaterochka and Perekrestok stores. Under it, customers can pay for purchases with bonus points instead of actual money, while collecting ten times as many points as under X5’s standard loyalty programme.