X5 Group continues to develop a network of franchise stores under the brand "Okolo". In the Voronezh Region , the 300th small-format store has opened at the address: Rossoshansky District, Nachalo settlement, Pervomayskaya Street, 22D.
Source: X5 Group
The 150 sq. m. store offers approximately 2,700 product items, including food, beverages, groceries, household chemicals and other basic categories.
The new Okolo store was opened under the master franchise model, under which the delivery of goods to the store is carried out by the regional partner of X5. The partner was JSC Firma MOLOKO (Rossoshansky Dairy Plant), the company has been a supplier of local dairy products to X5 retail chain stores in the Voronezh and Lipetsk regions for many years.
To automate orders, Okolo uses the MAY24 partner platform, developed by MAY, with which stores can place orders both in the mobile application and on the web version of the platform.
In addition to the master franchise, X5 is also developing a direct franchise model, in which X5 For Business independently delivers goods to the Okolo store. At present, stores under the direct franchise model are mainly opened in Moscow and the Moscow region, as well as in the Republic of Bashkortostan; in other regions where Okolo is present, the master franchise model is more popular.
In addition, Okolo stores have recently begun to join the unified loyalty program X5 Club, which unites more than 80 million customers of Pyaterochka and Perekrestok. After the pilot is completed and technical integration is complete, users will be able to participate in the levels and categories of X5 Club, as well as write off points in Okolo stores.
The Okolo business was created to combine private entrepreneurship with the resources and competencies of a federal retailer. Currently, stores under this brand operate in 15 constituent entities of the Russian Federation – in the Republic of Adygea, the Republic of Bashkortostan, the Republic of Karelia, Krasnodar Krai, Vologda, Voronezh, Kemerovo, Leningrad, Nizhny Novgorod, Novgorod, Novosibirsk, Samara, Tver regions, Moscow and the Moscow region.
