Moscow, 17 April 2025 – X5 Group (“X5”, MOEX: “X5”) and Perekrestok have opened innovation labs on the grounds of two of the retail chain’s supermarkets. These labs feature a number of cutting-edge technologies that enable the digitalisation of up to 90% of supermarket processes, the rapid testing and scaling of business hypotheses, as well as enhancing operational efficiency and improving the customer experience. The labs are based in stores in Moscow, located at 12 Osenniy Boulevard, Bld. 1, and in the Afimall City shopping centre at 2 Presnenskaya Embankment.
The labs are currently testing four types of technologies: computer vision (CV), Bluetooth beacons, Internet of Things (IoT) and audio badges.
Computer vision is powered by a system of smart cameras installed throughout the sales floor to analyse various metrics that impact the customer experience. For example, they can track foot traffic, queuing in checkout areas, low-stock items on the shelves, and customer preferences. This technology enables the supermarket to craft a more tailored assortment and adapt it to various needs, identify potential checkout issues in a timely manner, and automate inventory management to ensure that key products are always available.
Bluetooth beacons help to digitise in-store consumer behaviour and improve operational efficiency to enhance the overall customer experience.
IoT technology is used to monitor the performance of store equipment in order to increase the comfort of customers and employees. In part, the technology uses advanced sensors to track levels of CO2, temperature, lighting and other conditions and automatically adjusts them when necessary. This not only ensures a more pleasant shopping experience but also helps to maintain the efficient operation of in-store systems.
Audio badges are designed to improve the quality of customer service by analysing employee interactions with shoppers. AI-powered analytics help to evaluate the correctness and effectiveness of these interactions, and enhance customer experience if needed.
“Innovations and technologies are core elements of modern business, and retail is no exception. We are actively integrating new solutions into our business processes and are fully open to external partnerships with technology providers and startups who are focused on improving the customer experience and business performance at large. Our innovation labs serve as platforms for the rapid testing of business hypotheses aimed at achieving the desired operational and customer metrics, boosting retail turnover, as well as for gaining new insights and identifying the best technologies to meet our targets,” said Sergey Andreev, Innovations Director at Х5 Group.
“Perekrestok has already established itself as an innovation and technology leader in the supermarket segment. The mission of these labs is to continue to improve the customer experience by leveraging the latest technologies. We are pushing the boundaries of store digitalisation to uncover insights and quickly implement and scale technologies that have proven their effectiveness,” said Alexander Chukhontsev, Business Support and Efficiency Director at Perekrestok.