X5 Group (Пятерочка). Годовой отчет за 2021 год - часть 6

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OUR FUTURE-READY STRATEGY

42

X5 business

Customer acquisition

Increasing customer retention

Revenue

X5 digital services impact

X5 express delivery

Vprok.ru Perekrestok

5Post

Mnogo Lososya

X5 Media

X5 Bank

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OUR FUTURE-READY STRATEGY

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Strategic progress

Continued refurbishments at Perekrestok 
and Pyaterochka to upgrade to new store 
concepts, which continue to achieve higher 
LFL sales and traffic performance

Began rollout of Chizhik, which is delivering 
sales density that is 62% higher than our 
proximity format

Digital business sales rose by 140%
year-on-year and reached 4.0% of revenue 
in Moscow and the Moscow region

5Post e-commerce logistics platform 
delivered 27 million parcels in 2021 and 
achieved a positive EBITDA for the year

Acquired and integrated the Mnogo Lososya 
dark kitchens business

Expanded use of big data–driven CVM 
project that automates personalised offers 
for customers

Converted 13 Karusel stores into large 
Perekrestok supermarkets 

Re-enforce CVPs across the portfolio and implement a set of actions 
in Pyaterochka and Perekrestok to further improve value for customers

Open over 3,000 Chizhik stores in 2022–2024

Develop fast/express delivery from stores and ultra-fast delivery from
mini-dark stores as primary area of focus in e-grocery

Further integrate X5 Group’s core food retail businesses into the Food.ru 
media platform

Launch subscription service for food customers

Continue to pilot new formats and sub-formats to meet consumer demand

Pursue partnership opportunities for further development of Vprok.ru 
Perekrestok 

Transfer to new IT architecture that will achieve a new level of speed 
and flexibility

Leverage big data tools and omnichannel capabilities to better meet the needs 
of a wider group of consumers

Continue to improve communication with customers through online 
and mobile apps

Continue end-to-end integration of X5.ID single sign-on as a convenient way 
for customers to access non-X5 online services

Test and develop new and innovative food retail offerings that can enhance 
the CVP of X5’s businesses

We made good progress towards our 2023 goals during 2021

Achieve at least 10% annual revenue growth

Maintain EBITDA margin pre-IFRS 16 above 7%

Maintain focus on improving operational efficiency and reducing shrinkage

Focus on personnel engagement 

Maintain solid financial position, with net debt/EBITDA pre-IFRS 16 below 2.0x

Increase ROIC and FCF as well as reduce capex as percentage of revenue

CORE PRINCIPLES AND 2023 GOALS

2021 RESULTS

NEXT STEPS

Leadership in food market

Achieved 11.5% annual revenue growth

Maintained EBITDA margin pre-IFRS 16 
above 7%

Reduced shrinkage level by 10 b.p.

Reduced employee turnover by 1.5 p.p. 

Continued to grow cash return on newly 
opened stores and maintained the share 
of underperforming stores in “EBITDA clinic” 
at 2.2% of the store base in Q4 2021

Commitment to shareholders

Growing shareholder value

>15 

%

Share of grocery
market 

MAUs for X5 dgital services reached 
26.8 million in Q4 2021

Digital transformation had an estimated 
positive impact on X5 Group EBITDA 
of RUB 18 billion

Digital business revenue accounted for 2.2% 
of X5 Retail Group’s total FY 2021 sales and 
was as high as 4.0% in Moscow and the 
Moscow region 

Continued to roll out technologies developed 
in-house, including facial-recognition 
payment options and self-scan trolleys with 
built-in payment services

Maintained position as one of the leaders 
in e-grocery in Russia

Received over 452 million product ratings 
from customers online and via mobile apps

Leadership in digitalisation

>38 

MLN

MAUs in X5 digital 
channels and 
mobile apps

>5 

%

Share of digital 
businesses in 
revenue in 2023

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GEOGRAPHY OF OPERATIONS

44

Geography 

of operations

As we move towards the future of retail, the breadth 
and depth of our operations will play key roles in 
enabling X5 Group to remain the leader in Russia’s 

food market, delivering profitable and efficient 
growth, both offline and online, while constantly 

improving existing operations. At the end of 2021, 

X5 was operating 19,121 retail stores, five large dark 
stores, 31 small dark stores and 47 distribution 
centres in 67 regions across seven of the eight 
federal districts in Russia. 

We continue to expand our digital businesses, 
leveraging a robust IT infrastructure and extensive 
retail operations to deliver agile services without losing 
our focus on the bottom line.  

As of 31 December 2021, express delivery service was 
available from 1,611 stores (923 Pyaterochka stores, 
30 Pyaterochka dark stores, 655 Perekrestok 

supermarkets and 3 Karusel hypermarkets) in 

50 Russian regions, compared with 992 stores and 
13 regions a year earlier. Our last-mile e-commerce 
delivery service 5Post had over 22 thousand pickup 
points in operation, including over 5 thousand multi-
parcel lockers at the end of 2021, as well as 50 Mnogo 
Lososya dark kitchens. 

Rapid rollout of digital businesses

1

2

3

4

5

6

7

Net retail sales by federal district in 2021, 

%

Number of stores

¹

as of 31 December

CENTRAL

NORTH-

WESTERN

CENTRAL AND 

NORTH-WESTERN

VOLGA

URAL

SOUTHERN

NORTH

CAUCASUS

SIBERIAN

TOTAL

2021

7,181

1,998

9,179

4,895

1,672

1,951

388

1,036

19,121

2020

6,703

1,910

8,613

4,621

1,535

1,718

334

886

17,707

2019

6,301

1,836

8,137

4,306

1,358

1,501

293

702

16,297

2018

5,822

1,668

7,490

3,820

1,168

1,222

252

479

14,431

2017

5,198

1,416

6,614

3,169

999

874

188

277

12,121

2016

4,077

1,095

5,172

2,468

764

606

137

40

9,187

1

2

3

4

5

6

7

FEDERAL DISTRICT 

SHARE OF NET 

RETAIL SALES, %

% OF RUSSIAN 

POPULATION

RUB MLN PER

1,000 PEOPLE

Central

47.8%

26.9%

26.9

Volga

19.0%

19.8%

14.5

North-Western

13.7%

9.5%

21.7

Ural

7.4%

8.4%

13.3

Southern

7.3%

11.3%

9.8

North Caucasus

1.2%

6.9%

2.6

Siberian

3.5%

11.6%

4.6

1

Based on federal districts of the Russian Federation

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GEOGRAPHY OF OPERATIONS

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X5 today

FORMAT

SIBERIAN 

FD

Pyaterochka

1,036

Perekrestok

–

Karusel

–

Chizhik

–

Number of DCs

2

Number of dark 
stores

–

Number of dark 
kitchens

–

Number of 
pickup points / 
parcel lockers

NORTH

CAUCASUS FD

378

9

1

–

–

–

–

353

SOUTHERN

FD

1,890

60

1

–

5

–

–

1,801

CENTRAL FD

6,489

552

21

72

16

4

43

6,703

VOLGA FD

4,745

142

7

–

9

1

–

4,677

NORTH-

WESTERN FD

1,838

151

3

–

6

1

5

1,899

URAL FD

1,596

76

–

–

9

–

–

1,575

330

7 federal districts

Multi-format presence in 

72

Chizhik hard discounters

17,972 

Pyaterochka stores

30

Pyaterochka dark stores

990

Perekrestok 
supermarkets

19,121

Total stores in 2021

Number of stores and DCs 

Express delivery services 
available from 1,611 stores 
in 50 regions

Over 22 thousand 5Post 
pickup points, including 5,692 
parcel lockers, available from 
17,338 stores in 66 regions

50

Mnogo Lososya dark 
kitchens

33

Karusel hypermarkets 

transformation is ongoing

5

Large Vprok.ru 
Perekrestok dark stores 
+ 1 small dark store

5 Vprok.ru Perekrestok large 
dark stores covering 8 regions

(incl. 2 franchisees)

46

Leadership 

team

Personnel development

1 as of 31 December 2021

Top management team gender 
breakdown¹

62%

38%

women

men

Increased multi-format 
interaction 

Retention of competent 
staff 

Improvement 
of management 
and professional skills 

Providing the knowledge 
and skills needed for the 
digital transformation

Issues addressed

Top management 
Middle management

IMD

37

Participants

Middle 
management

Skolkovo

56

Participants

Top management 
Middle management

X5 Digital 

Academy

1,693

Participants

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LEADERSHIP TEAM

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Vladimir
Sadovin

ACTING GENERAL 
DIRECTOR OF 
PEREKRESTOK

Dmitry
Agureev

HEAD OF CORPORATE 
SECURITY

Ilya
Yakubson

DIRECTOR OF CHIZHIK

Anton
Mironenkov

MANAGING DIRECTOR  
OF X5 TECHNOLOGIES,  
MEMBER OF THE 
EXECUTIVE BOARD

Igor
Shekhterman

CHIEF EXECUTIVE OFFICER, 
CHAIRMAN AND MEMBER
OF THE MANAGEMENT BOARD, 
CHAIRMAN AND MEMBER 
OF THE EXECUTIVE BOARD

Vladislav
Kurbatov

GENERAL DIRECTOR 
OF PYATEROCHKA, 
MEMBER OF THE 
EXECUTIVE BOARD

Elena
Konnova

CORPORATE 
COMMUNICATIONS 
DIRECTOR

Svetlana
Volikova

DIRECTOR OF BUSINESS 
SUPPORT, MEMBER 
OF THE EXECUTIVE BOARD

Vladimir 
Salakhutdinov

DIRECTOR  
OF STRATEGY
AND BUSINESS
DEVELOPMENT,  
MEMBER OF THE 
EXECUTIVE BOARD

Tatiana 
Rakhmanova

MANAGING 
DIRECTOR OF
X5 READY FOOD

Tatiana 
Krasnoperova

DIRECTOR OF HUMAN 
RESOURCES AND 
ORGANISATIONAL 
DEVELOPMENT, MEMBER 
OF THE EXECUTIVE 
BOARD

Vsevolod 
Starukhin

CHIEF FINANCIAL
OFFICER, MEMBER 
OF THE EXECUTIVE 
BOARD

Ekaterina
Lobacheva

GENERAL COUNSEL
AND GOVERNMENT 
RELATIONS DIRECTOR,  
MEMBER OF THE 
EXECUTIVE BOARD

Leadership team

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LEADERSHIP TEAM

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Vsevolod Starukhin

CHIEF FINANCIAL OFFICER, MEMBER OF 
THE EXECUTIVE BOARD

Vladimir Sadovin

ACTING GENERAL DIRECTOR OF 
PEREKRESTOK

Vladislav Kurbatov

GENERAL DIRECTOR OF PYATEROCHKA, 
MEMBER OF THE EXECUTIVE BOARD

Igor Shekhterman

CHIEF EXECUTIVE OFFICER, CHAIRMAN 
AND MEMBER OF THE MANAGEMENT 
BOARD, CHAIRMAN AND MEMBER OF THE 
EXECUTIVE BOARD

Igor joined the X5 Supervisory Board 
in 2013. He has been Managing 
Partner and CEO at RosExpert, a 
consulting company that he co-
founded in 1996. Igor started his 
career as finance manager at the 
Russian branch of Beoluna, the 
Japanese jewellery producer. Igor 
holds a degree in Economics from 
the Kaliningrad Technical Institute 
(1992), and degrees in Business 
Administration from the Institute 
d’Administration des Enterprises 
(France, 1994) and the Danish 
Management School (1995).

X5 Group management team handles 
day-to-day management of the 
Company and is responsible for 
implementing the long-term strategic 
goals set by the Supervisory Board. 
The team reports to the Supervisory 
Board, which holds management 
accountable for delivering on strategic, 
financial and operating targets.  

13

Members on the leadership 
team

Vsevolod joined X5 in May 2021. He 
has extensive experience across a 
range of industries, from managing 
the finance departments of Russian 
and international FMCG companies 
to overseeing operations 
management for large businesses 
undergoing digital transformations.   

Prior to joining X5, he worked at Sibur 
LLC from 2017, where he held several 
positions including the role of Chief 
Operating Officer of the Plastics, 
Elastomers and Organic Synthesis 
Division. From 2009 to 2016, he was 
CFO and later CEO of the energy 
company DTEK Energy in Ukraine. 
He also has experience leading the 
finance functions departments of 
companies including Mars, 
Schlumberger, RUSAL and others.   

Vsevolod is a graduate of the SGH 
Warsaw School of Economics and 
holds PhD from the Academy of 
Labour and Social Relations in 
Moscow, and he completed 
corporate MBA programmes at the 
LBS and INSEAD business schools.  

Vladimir joined X5 in 2021 as 
Strategic Marketing Director of 
Perekrestok. He has over 20 years of 
experience in FMCG. From 2002 to 
2020, he worked at Azbuka Vkusa, 
first as Marketing Director, then as 
CEO from 2004 to 2018, after which 
he led the strategic development of 
the chain. From 1995 to 2001, 
Vladimir was Marketing Director of 
Russian Product. 

Vladimir graduated from Moscow 
State University of International 
Relations with a degree in 
International Economics.

Vladislav joined X5 in 2015 as Chief 
Operating Officer of Perekrestok and 
led the supermarket chain from June 
2018 to January 2022.  

During the format's transformation 
phase, he contributed significantly 
to the development of Perekrestok, 
in particular, the ongoing CVP 
development, increasing the 
efficiency of in-store processes and 
improving the retail chain's 
customer focus. 

Vladislav has extensive experience 
in retail having managed O'KEY's 
operations for over 13 years. 

Vladislav graduated from the 
Leningrad Higher Military 
Topographical School.

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LEADERSHIP TEAM

49

Anton Mironenkov

Tatiana Krasnoperova

Ilya Yakubson

DIRECTOR OF CHIZHIK

Vladimir Salakhutdinov

Elena Konnova

CORPORATE COMMUNICATIONS DIRECTOR

Ekaterina Lobacheva

MANAGING DIRECTOR  
OF X5 TECHNOLOGIES,  
MEMBER OF THE EXECUTIVE BOARD

Anton joined X5 as Deputy Director of 
the M&A Department in September 
2006. In March 2011, he was 
appointed Director for M&A and 
Business Development and in 2012 
became the Director for Strategy and 
Business Development. In January 
2014, he was also appointed as 
General Director of the express 
convenience store format. From 2005 
to 2006, Anton managed various 
projects at Alfa Group including the 
merger of Pyaterochka and 
Perekrestok. Anton headed the Big 
Data Department at X5 in 2018. Under 
his leadership, the brand-new unit 
quickly grew from a small group of 
employees to a team of more than 
250 professionals who create and 
develop services for customers and 
employees. Prior to X5, he held senior 
positions at Troika Dialog and 
PricewaterhouseCoopers. Anton 
graduated with honours from Moscow 
State University in 2000 with a 
degree in Economics.  

DIRECTOR OF HUMAN RESOURCES AND 
ORGANISATIONAL DEVELOPMENT, 
MEMBER OF THE EXECUTIVE BOARD

Tatiana joined the X5 team in 
February 2016 and has a proven 
track record in organisational 
development and HR management. 
She has over 10 years of experience 
in executive positions at major 
domestic and international 
companies, including EVRAZ, TNK-
BP and Integra Group. Tatiana 
graduated from the Izhevsk State 
Technical University with a degree in 
Economics and Business 
Administration and was awarded an 
MBA from the RUDN University.

Since 2019, Ilya has been managing 
the launch of Chizhik, X5 Retail 
Group’s new hard discounter format. 
Until 2018, he was in charge of Alfa 
Health Center clinics. Between 2008 
and 2015, Ilya held the position of 
CEO at DIXY Group. Before 2008, he 
was in charge of Pallada Group. He 
holds a PhD in Economics and an 
MBA.

DIRECTOR OF STRATEGY  
AND BUSINESS DEVELOPMENT,  
MEMBER OF THE EXECUTIVE BOARD

Vladimir joined X5 in May 2019. From 
2014, he served as Deputy CEO for 
Finance at Russian Post and was a 
Supervisory Board member at 
Pochta Bank. In 2002–2014, he held 
senior management positions at 
Western Union and American 
Express. Prior to that, he served in 
various positions at the Moscow 
Exchange for over five years. 
Vladimir is a graduate of the Moscow 
Engineering Physics Institute and 
the Financial University under the 
Government of the Russian 
Federation. He also holds an MBA 
from the Kellogg School of 
Management at Northwestern 
University.

CORPORATE COMMUNICATIONS DIRECTOR

Elena joined X5 in January 2015. She 
has 15 years of experience handling 
public relations with some of 
Russia’s largest companies. Before 
joining X5, Elena worked for Volga 
Group, Gazprom Neft, NIS (Naftna 
Industrija Srbije) and Ilim Group (a 
Russian pulp and paper holding). 
Prior to that, Elena spent more than 
10 years working as a journalist for 
the Russian business press, 
including at Kommersant and 
Expert. Elena graduated from St 
Petersburg State University with a 
degree in Sociology and 
Economics.  

In addition to overseeing X5 Retail 
Group’s external and internal 
communications activities, she leads 
implementation of its sustainability 
strategy. 

GENERAL COUNSEL AND GOVERNMENT 
RELATIONS DIRECTOR,  
MEMBER OF THE EXECUTIVE BOARD

Ekaterina joined X5 in October 2016 
as the Head of the Corporate Law 
and X5 Corporate Structure 
Department. She has more than 15 
years of successful managerial and 
practical experience in the field of 
law. Before joining X5 Retail Group, 
Ekaterina worked for over five years 
at Evraz Holding, where she 
implemented a number of large-
scale projects in legal support for 
the business. During her term at 
Evraz Holding, she held numerous 
positions, including Director of 
Corporate and Property Relations; 
Vice President, Legal; and Law and 
Corporate Law Director. Ekaterina 
worked at MDM Bank as the 
Corporate Secretary from 2007 to 
2011. She began her professional 
career in the legal field in 1999, 
working in several private and 
government entities before joining 
MDM Bank. Ekaterina graduated 
from the Russian Academy of State 
Service with a degree in Law in 2005 
and received an additional degree in 
Finance and Credit from the 
Plekhanov Russian University of 
Economics in 2011. 

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LEADERSHIP TEAM