The Perekrestok retail chain opened the first supermarket with an updated concept as part of a large-scale restyling. It is located in the southeast of the capital (Volgogradsky Prospekt, building 1, building 1) and is distinguished by improved technical equipment, as well as an expanded product range. It also houses Select's first in-house premium café.
Source: X5 Group
By the end of the year, the Perekrestok retail chain plans to update more than 120 supermarkets in a new concept in Moscow and 10 in Nizhny Novgorod. The main goal of the new concept is to create even more comfortable conditions for purchasing, which will increase customer loyalty and help build long-term trusting relationships with him. The basis was the results of a detailed analysis conducted by the company, including customer feedback data. The strategy involves global changes in internal and external processes, such as the formation of a new pricing model, the launch of an updated customer communication system and a rethinking of the brand promise.
The assortment of goods and the zoning of the space of the first updated “Perekrestok” are even more consistent with current consumer needs (for example, in the frequent purchase of fresh products and ready-made food). About 30% of the assortment consists of the retail chain's focal categories. The new supermarket has also created a separate zone for healthy nutrition products, where at least 1,500 relevant items are collected, including about 650 items of the Green Line brand.
One of the main distinguishing features of the new Perekrestok concept is the Select cafe, which offers ready-made food under its own brand of the same name. Cafes will appear in every supermarket of the new concept: in new retail facilities, Select will be located at the very entrance, and in existing “Perekrestok” stores – instead of unused cash desks. The decision to create it is due to the rapidly developing trend towards the symbiosis of the HoReCa segment and retail. Café Select is in line with the Big 3 fast food chains and other fast food chains and features off-the-shelf food along with other gourmet items that can be enjoyed straight from the supermarket. The cafe also installed the “Lots of Salmon” module.
The production of finished products is carried out at X5’s own factory-kitchen in the Moscow region, which supplies 530 Perekrestok stores, shipping up to 100 thousand product units per day. In addition to the emphasis on focus categories and the premium Select cafe, as part of the restyling, the visual language of in-store communication and navigation around the hall has been changed, as well as the location of product areas, which immediately draw the buyer’s attention to ready-made solutions for any occasion. Each product category features a variety of promotional items and new products.
The façade of the updated Perekrestok is decorated with light boxes with focus categories, and the entrance area greets all customers with seasonal shelves with thematic products, as well as media with a sales offer and information about the network’s festivals. The interior of the hall uses many wooden elements. The new supermarket also supports the Pet-friendly culture, therefore it is equipped with a large number of trolleys with a separate section for pets.
The Perekrestok retail chain hired 10 robotic cleaners
Perekrestok has been certified for the accessibility of online services for people with disabilities
