Case Study: X5 Retail Group achieves 6 million loyalty members and 45% higher basket value with Comarch Loyalty Management

Comarch Loyalty Management implementation at X5 Retail Group

X5 Retail Group, a leading Russian food retailer operating Pyaterochka, Perekrestok, Karusel and other formats, needed a modern, IT-driven loyalty platform to run its Klub X5 programs (Klub Perekrestok and Special relations) and support multi‑partner benefits and real‑time rewards. X5 engaged Comarch and deployed the Comarch Loyalty Management solution to design, manage and scale the loyalty program across stores, online and call center channels.

Comarch implemented Comarch Loyalty Management with Business Administration, Multipartner, Contact Center and Customer Web Application modules, plus consulting, hosting and DRC services, real‑time transaction processing and partner integrations (e.g., ALLE MVNO). The program delivered measurable impact: ~21 billion points issued (≈RUB 2.1 billion), ~20 billion points redeemed, ~6 million participants, members’ average basket value 45% higher than non‑members, and over 26% of revenue generated through loyalty transactions — all enabled by Comarch’s platform.

X5 Retail Group

Alexander Ivanov

Head of the Management of Loyalty Programs and Customer Relationships