Pyaterochka is one of the most recognizable and largest retail brands in Russia by turnover. This corporation, which began its presence on the retail market in St. Petersburg, is now actively developing also in Moscow and in many other cities of the Russian Federation. Among its main competitive advantages is the low price of goods, a good level of service, large-scale geography of distribution of outlets. Pyaterochka is an attractive employer, as well as a promising franchisor.
This brand belongs to the X5 holding, which owns a number of other largest retail businesses and has the most experience in developing markets using various promotion strategies. What are the most noteworthy historical facts about Pyaterochka? How can I get acquainted with the contact details of the respective stores, as well as discounts and promotions offered by the company?
General information about the Pyaterochka network
Pyaterochka chain of stores (Moscow, St. Petersburg and other major cities are included in the geography of the presence of this brand) is one of the most well-known retail corporations . Pyaterochka is represented by more than 7 thousand stores and is the main business of the X5 holding, which owns the chain. The share of its revenue is about 76% in the corresponding group of companies.
The assortment of products that Pyaterochka stores in Moscow and other cities offer customers is about 4,500 items. The average area of ​​outlets that are part of the network is about 394 square meters. meters. It will be useful to get acquainted with the basic information about the X5 holding, which owns Pyaterochka.
X5 Holding: launch of retail chains and brand promotion
Holding X5 appeared on the Russian market in 2006. But by that time, the Pyaterochka network was already functioning. The first trading brand owned by the founders of the respective group of companies was Perekrestok.
In 1995, the first store of this retail chain opened in Moscow, in 1996 he joined the international organization Food Business Forum.
In 1999, the Pyaterochka network was founded. At the same time, the first store under the corresponding brand was opened in St. Petersburg. By the beginning of 2000, 17 stores of the new distribution network were operating in the city.
As noted in the press, Pyaterochka became one of the first brands developing in a discounter format, which is quite new for the Russian market. The essence of the corresponding business model is to use 3 main competitive advantages:
- Enabling an optimized business management infrastructure
- establishing sustainable procurement channels;
- ensuring high turnover at the level of specific outlets.
This system gives the retailer the opportunity to significantly reduce management costs, as well as reduce the cost of procurement. True, in many cases, the corresponding preference is achieved by reducing the range of goods in comparison with a standard grocery store.
The new sales concept, proposed by the founders of Pyaterochka, has become, first of all, competitive in relation to wholesale markets as retail outlets, alternatives to more expensive stores and therefore attractive to citizens. In Pyaterochka many types of goods in demand - for example, tea and coffee began to be sold even cheaper than in the markets. In general, the business model of the distribution network did not imply the use of a high margin on goods, which made it possible to ensure competitive prices.
As managers of the corporation noted in an interview with the media, Pyaterochka, on the one hand, using Western experience as a discounter, was able to provide a wider range of goods than the average foreign discounter. In particular, fresh products were fairly widely presented on the shelves. This feature, which is noteworthy, was due to the specifics of the buying behavior of Russians: if Westerners are purchased at grocery supermarkets on average 1-2 times a week, then Russian buyers - sometimes several times a day.
Pyaterochka as a brand, along with the ability to offer goods at low prices, has gained fame as a trading network with a fairly high level of service. For this, a special personnel selection system was introduced in the corporation.
The successful development of the new brand was also facilitated by the economic situation in the country - in the early 2000s it began to improve, consumer demand became more and more dynamic. At the same time, in the conditions of a rather expensive foreign currency, the dominant position in retail sales was obtained in many cases by domestic goods. This contributed, along with the discounter pricing policy, to an increase in the dynamics of sales of related products and the development of local production in Russia.
In 2001, Pyaterochka stores appeared in Moscow. In 2003, this brand also began to develop on the principle of franchising - later in the article we will consider the features of the respective affiliate programs. In 2004 Pyaterochka stores opened in Ukraine and Kazakhstan. In 2005, the brand went public, opening a listing on the London Stock Exchange.
In 2006, Pyaterochka and Perekrestok networks were merged into X5 holding. By that time, more than 600 outlets were opened under the respective brands.
In 2007, Pyaterochka stores opened in the Nizhny Novgorod region. The brand began to develop actively in the Russian regions. In 2010, Pyaterochka appeared in the Tambov region, in 2011 - in Karelia, in the Bryansk, Ivanovo and Smolensk regions. Now the brands of the X5 holding are among the largest in the retail trade of the Russian Federation.
Pyaterochka stores in Moscow and other Russian cities have gained the highest popularity. At the same time, they are interesting not only to customers: many entrepreneurs seek to open a business according to the franchise model offered by X5. Consider its features.
Pyaterochka brand development: franchising
The founders of the X5 holding have been developing franchising programs, as we noted above, since 2003. In accordance with modern concepts of promoting brands belonging to this group of companies, an entrepreneur who has signed a franchise contract with X5 is able to quickly launch a business with high turnover. The main advantage of this model of commercial partnership for the outlet owner is the use of a well-established business management model.
So, the Pyaterochka franchise gives an entrepreneur the opportunity to:
- use the help of X5 consultants when starting a business;
- use the brand’s IT infrastructure;
- use proven marketing schemes, advertising promotion;
- use proven logistics schemes;
- train staff in various positions.
Another major advantage of franchising from X5 is the ability to accept goods for sale. It is also worth noting that the holding does not charge royalties from its franchising partners.
Largely due to the noted advantages, Pyaterochka stores in Moscow and other Russian cities open so dynamically. An entrepreneur who has the opportunity to develop a business according to proven schemes, as well as using the infrastructure resources of the largest brand, will only welcome the prospects for interaction with the corporation. And not only him, but, for example, his creditors or co-investors.
One of the notable nuances of the development of the trading network in question is rebranding. We study its features.
Pyaterochka retail network development: rebranding
Large-scale rebranding of the Pyaterochka network was carried out in 2013. The tasks of managers were to update the appearance of stores, assortment, improve the quality of goods sold, as well as services. As part of new approaches to the development of the network, franchising points were also opened. The Pyaterochka logo has also been updated.
The change in the concept of brand development was associated with new trends in the market. Buyers have become more demanding on retail chains, have begun to expect a better range and service. As a result of rebranding in Pyaterochka, more fresh types of products appeared, and the assortment of fruits and vegetables expanded. In many regions, the share of locally produced goods in the distribution network has increased. Much attention was paid to the expansion of the Pyaterochka retail space.
According to experts, rebranding was also necessary for the company due to high competition. In the cities of presence of the corporation, other major trading companies were actively developing their activities, able to offer customers competitive prices and a good level of service.
The vacancies of the Pyaterochka store in Moscow also needed to be made more attractive: both in terms of remuneration and in terms of career prospects. The same can be said of other cities where the brand is present. Working in Moscow at Pyaterochka stores can be an attractive opportunity to get a sales outlet located relatively close to the employee’s home due to the large-scale geography of the corporation. Of course, the requirements for candidates for certain positions in Pyaterochka may be quite high - since the time of the first stores under this brand, as we noted above, the corporation has implemented special recruitment programs.
In addition to rebranding, the trading network in question ensures competitiveness in the market by offering customers various discounts and promotions programs aimed at increasing customer loyalty. We study their features in more detail.
Pyaterochka brand in the retail market: increasing consumer loyalty
Discounts at Pyaterochka stores in Moscow and other cities of the Russian Federation in which the brand is present, as well as promotions, are offered to customers regularly.
Among the most noteworthy offers of the corresponding type is a campaign in which 0.5% of all purchases are returned to customers by a bank card if it is issued by Sberbank as part of the Thank You program. The person receives the right to spend the corresponding amount at any outlet that has a partnership agreement with Sberbank.
Another noteworthy customer acquisition program from Pyaterochka is the provision of a discount of 55 rubles per check. This promotion was implemented in April 2016. Its essence was that a person, having made a purchase in a Pyaterochka store for an amount of 555 rubles or more, received a special slip to the cash receipt. On subsequent purchases, during the validity period of the promotion in question, the person upon presentation of the slip received a discount of 55 rubles from 1 check. At the same time, however, it was impossible to pay for the purchase only with the help of slips, and discounts from several were not cumulative. It was also impossible to cash them. In addition, after presentation, each slip was seized by the cashier.
Promotional Products
Of course, traditional promotions are also held at the Pyaterochka store. Moscow and many other cities where the brand is present are characterized by a high level of competition in the retail market, so retail chains have to constantly compete in terms of offering low prices to customers. Since it is difficult to constantly keep them below market offers, companies prefer to allocate a certain percentage of promotional products from the assortment - one that is sold at a discount for a certain period of time. Its value can be tens of percent.
Among the most important factors that can motivate people to visit the Pyaterochka store are stocks today. Moscow, despite being considered one of the most solvent markets, is a city in which low prices are the undeniable competitive advantage of any brand present in the retail market. Pyaterochka informs the buyer about current promotions for certain products in various ways - through online catalogs, through the distribution of printed materials in stores or through partner organizations.
Pyaterochka brand: opening hours
Convenient customer hours of the outlet are another major competitive advantage for a modern brand in the retail market. It is important for a person planning regular purchases to know what the Pyaterochka store is located near his home. Moscow is a city where buying activity begins quite early and continues until the very last hours. Therefore, it is not surprising that Pyaterochka stores operate in the capital from 8 a.m. to 10 p.m.
Thus, a Muscovite can have time to run for groceries both before work - if, for example, his working day starts at 9, and at the end of the working day, in the Pyaterochka store located in a convenient place for him. Opening hours (Moscow in this sense, of course, is not a unique city) is a significant competitive advantage of the brand present in the retail market, but no less significant factor in attracting buyers' interest in the store is its geography. The location of a particular outlet in some cases becomes a key argument regarding the person’s desire to visit a particular store.
Geography of brand outlets
We’ll study where Pyaterochka stores are located in Moscow. Their addresses, we note, correspond to various regions of the Russian capital. So, residents of the outskirts of Moscow have the opportunity to purchase at Pyaterochka. For example, there is a sales outlet under the brand in question on ul. Biryulevskaya, 13 building. 1. If we talk about the north of the capital, the Pyaterochka store is located in Bibirevo, on ul. Muranovskaya, 12. In Strogino, a sales outlet within the framework of the corresponding network is located at ul. Tallinn, 26. If we talk about the districts of the capital, which are located closer to the center, the Pyaterochka store is available, for example, in the Begovoy district, at ul. Raskovoi, 14.
Of course, this is only a small part of the outlets owned by the brand. There are shops that are located even closer to the center, there are those that are adjacent to the Moscow Ring Road. There are corresponding retail outlets both in business and in the sleeping areas of the capital. Muscovites can buy food both directly at work, and not far from home.
The location of Pyaterochka stores is quite convenient both from the point of view of making purchases by car, and in terms of transport accessibility by metro or, for example, by bus. Thus, we can say that within the framework of a very large-scale geography Pyaterochka stores are represented in Moscow. The addresses of certain retail outlets can be found more specifically through the corporation's website or by contacting the company's consultants by phone.
Pyaterochka contacts: telephones
Where exactly to call? It is noteworthy that they are far from being presented in such a wide range as the addresses of Pyaterochka outlets, and the phones of stores. Moscow, St. Petersburg or another city can be studied for the location of specific outlets by contacting the support line of the corporation through a single multi-channel and toll-free phone. The buyer can call Pyaterochka at + 7 800 555 55 05 and ask consultants questions that are of interest to him. If necessary, his call will be redirected to competent specialists. On the corporation’s telephone line, you can try to find out, for example, where Pyaterochka stores in Moscow are located nearest to the current location of the buyer, how to get to them by car or using public transport.
Note that the required information can be presented to a person not only in relation to shops in the capital, but also in other Russian cities.
Summary
So, we studied the basic information about one of the most famous corporations in Russian retail trade - about the Pyaterochka brand. Opening hours of stores (Moscow, of course, is characterized by a longer duration than many other cities), the location of specific outlets, and the specifics of how to get to them are publicly available on the network in the catalogs distributed by the store, and if necessary, information can be requested by the buyer by multi-channel telephone company.
Pyaterochka, like another well-known retail brand Perekrestok, is part of the X5 holding. In the retail market, the company is developing using various strategies, including franchising. In the framework of the relevant partnership area, entrepreneurs have the opportunity to develop their business using consultations and holding infrastructure resources.
The Pyaterochka brand ensures its competitiveness through various programs to attract customers. Discounts in the Pyaterochka store today in Moscow and other cities of the Russian Federation are offered to customers of outlets regularly. Stocks are another effective loyalty tool, also often held by the company. Information about customer acquisition programs is distributed by brand managers in various ways. The buyer can take the printed catalog of the Pyaterochka store in Moscow or any other city when purchasing goods, use online resources, which reflect information on discounts and promotions.
The geography of the presence of the brand is very large. If we talk about Moscow, then Pyaterochka stores can be found in almost any part of the capital.