Russian food retailer X5 Retail Group’s discount store chain Pyaterochka has launched a company-wide Helping Card (Vyruchai-Karta) loyalty programme.

The decision comes after the retailer completed the pilot phase of the programme, which uses a points-based system and provides personalised offers leveraging data about customer preferences.

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Launched in 38 regions of the country, the Helping Card programme is expected to available at every Pyaterochka store starting next month.

Pyaterochka CEO Olga Naumova said: "Our technology-based solution enables us to analyse large volumes of data and focus on our customers' preferences by developing personalised offers.

“In addition, the programme's infrastructure enables our suppliers to plan promos and marketing campaigns more effectively."

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Under the pilot project, Pyaterochka distributed loyalty cards to more than 12 million customers.

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"The programme's infrastructure enables our suppliers to plan promos and marketing campaigns more effectively."

The company intends to get 30 million customers enrolled across the country.

The objective of the programme is to create personalised marketing offers by storing data on each customer's shopping habits in the loyalty programme database.

Customers will then be offered incentives such as additional points for buying certain goods, or a ten-fold increase in points on purchases made for their birthdays.

Points can be earned by buying any goods, including during promotions. However, they cannot be obtained on products offered at the minimum retail price for tobacco and alcohol products.

As of 31 March, X5 Retail Group had more than 9,000 company-operated stores.

Pyaterochka has a network of more than 1,392 stores in Russia and Ukraine.