Russia’s X5 Retail Group has announced the launch of a co-branded Visa card by the Pyaterochka retail format and Post Bank, following the successful launch of a loyalty programme in July 2017, after a test phase.
The Visa Card offers the combined benefits of the existing loyalty programme and enhanced banking services. Customers can apply for the card at one of over 1.500 Post Bank branches in the Northwestern and Central Federal Districts, with no issuance or service fees.
Loyalty Programme
The Pyaterochka loyalty programme means customers earn three points for every 20 RUB (€0.28) spent if the purchase amounts up to 555 RUB (€7.84) or four points for every 20 RUB if it amounts to over 555 RUB.
With the card, customers can also get two points for every 20 RUB spent in any other store, including online. The points can then be used to pay for up to 100% of a purchase at the conversion rate of 10 points per 1 RUB (€0.01).
'Gaining Momentum'
“The Pyaterochka loyalty programme is gaining momentum. In the first four months since its launch, more than 10 million Helping Cards have been activated, and the pace of growth remains high,” said Pyaterochka CEO Olga Naumova.
“This co-branded card with Post Bank gives participants of the loyalty programme additional benefits. Card holders will get points for all of their purchases while earning three times as many points when shopping at Pyaterochka compared to the regular Helping Card. The pilot project in St Petersburg and the Leningrad region showed that Pyaterochka card holders visited our stores almost twice as often than they did before getting the card”.
From September onwards, cards will be issued at the bank's branches across the entire territory where Pyaterochka operates, including the Volga, Urals and Southern Federal Districts, and certain regions of the Siberian Federal District.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.
