X5 Group (Пятерочка). Годовой отчет за 2021 год - часть 10

STRATEGIC REPORT

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DIGITAL BUSINESSES

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VPROK.RU PEREKRESTOK

74

891

Q1

867

Q2

922

Q3

1,630

Q4

2,096

Q1

3,592

Q2

2,836

Q3

4,747

Q4

4,492

Q1

4,256

Q2

4,188

Q3

5,765

Q4

280

Q1

277

Q2

2020

2019

2021

306

Q3

505

Q4

591

Q1

885

Q2

846

Q3

1,295

Q4

1,170

Q1

1,000

Q2

1,058

Q3

1,477

Q4

2020

2019

2021

Number of orders and average ticket

Net sales, 

RUB mln

3,624

 3,575

 3,440   

 3,655   

 4,026   

 4,587   

 3,791   

 4,121   

 4,355   

 4,877   

 4,513   

 4,454   

Number of orders, ths

Average ticket, RUB

Online brand Vprok.ru has become well known in market

Assortment expanded to c. 75,000 SKUs and continues 
to grow

Own logistics infrastructure and in-house last-mile 
delivery enhanced by 5Post platform for additional 
regional reach

Wide addressable market in cities of presence

Proprietary customer interface: mobile app or website

X5.ID integration for all stages of customer journey, from 
Food.ru media platform to ordering, loyalty points and 
payment

Leverages X5’s purchasing power and supplier terms

Control over assortment, pricing, promotions and supply 
chain supports high NPS

STRATEGIC REPORT

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DIGITAL BUSINESSES

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VPROK.RU PEREKRESTOK

75

Vprok.ru Perekrestok is an important part 
of X5 Group’s strategic aim to be present at 
every stage of the customer journey in the 
food market. With service in 74 regions, the 
online hypermarket is able to deliver large 
orders to customers’ doors or, from 2021, to 
specially equipped 5Post lockers outside of 
core service regions. 

Review of development strategy 
in light of potential partnership 
to support further rapid expansion 
of the business

2022

Vprok.ru continued to invest in 
infrastructure throughout 2021, opening 
a new dark store in Salaryevo to replace 
the less-efficient Skladochnaya dark 
store. The business also launched mini-
dark stores in Moscow to enable 15-
minute express deliveries. 

Russian online shoppers often tip 
couriers, so we have integrated a 
cashless tipping service into our Vprok.ru 
mobile app.

Plan for 2022

2022

74

Regions of work

As part of Vprok.ru Perekrestok's mission 
to serve B2B customers, we launched 
deliveries to new corporate clients, such 
as Shokoladnitsa cafes, 223 Air squadron, 
Mnogo Lososya dark kitchens (part of 
X5 Group) and UCG.

STRATEGIC REPORT

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DIGITAL BUSINESSES

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5POST

76

5Post

2.6

RUB

BLN

Revenue

TOP 5

Ranked in top five delivery 
service in Russia 

~

27

MLN

Parcels delivered 

181

Commercial partners

31

Sorting facilities

5Post is X5’s last-mile delivery service for domestic 
and international e-commerce platforms.  

The business offers delivery of goods to parcel 
lockers and pickup points operated by 5Post and 
X5 retail staff directly at the till in Perekrestok and 
Pyaterochka stores. Thanks to our extensive 
nationwide retail operations infrastructure, 5Post 
has been able to scale up a low-cost, high-quality 
service that benefits our core businesses by 
attracting more traffic to stores while also 
generating additional revenue.

Business model

2021 highlights

Keys to success

22,635

Pickup points, 
Including 5,692 parcel lockers

Positive EBITDA 
reached in 2021

Parcel delivery 
to hub

first mile

Parcel sorting
at hub

Parcel delivery 
to satellites

interbranch 
transportation

Parcel sorting 
at satellites

Parcel delivery 
to X5 stores

last mile

Parcel pickup 
by customers

cashier desk, 
lockers, pickup 
points

Parcel 
acceptance 
for delivery from 
marketplaces—
domestic/cross-
border

Nationwide network of conveniently located 
pickup points

Leverages existing X5 logistics operations 
(distribution, logistics, stores)

Broad and loyal client base

Multi-channel pickup options: direct from 
stores, lockers, pickup points

High-quality last-mile service based on X5's 
well-organised logistics, which ensures that 
stores receive daily supplies of products and, 
as a result, parcels are delivered promptly

STRATEGIC REPORT

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DIGITAL BUSINESSES

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5POST

77

Key partners in 2021

5POST competitive advantages

E-commerce is an increasingly important part of the 
overall retail market, and 5Post offers a way to capture 
complementary growth for X5’s core businesses. With 
a last-mile delivery service that partners with top 
Russian and international e-commerce platforms to 
make parcels available in our stores, we are able to 
better meet demand from customers while also 
reinforcing X5’s position as an active player in the 
digital market.   

Thanks to our extensive retail operations, we already 
have a nationwide network with a presence in 66 
regions. This scale of operations is comparable only to 
Russian Post. Our distribution centres and stores 
offering 5Post parcel pickups are primarily located in 
larger cities and population centres.  

Thanks to X5’s existing infrastructure, we have been 
able to grow the 5Post business with relatively small 
investments, while rapidly scaling up our nationwide 
logistics network for e-commerce platforms.  

Keys to success: X5’s logistics 
platform for e-commerce

Efficiency

X5 is the most efficient logistics 
operator in Russia by cost per order 
thanks to efficient business processes 
and our ability to utilise X5’s existing 
logistics infrastructure 

Coverage

Nationwide network of convenient 
pickup points covering 3,236 cities 
and towns

Accessibility

5Post pickup points are within 1 km 
(10 min walking distance) for over 70% 
of the Russian population

Convenience

Goods can be collected in stores, 
from lockers or at pickup points

STRATEGIC REPORT

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DIGITAL BUSINESSES

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5POST

78

Achieved 
positive EBITDA

Strategy

2019

2020

2021

2022E

Creation of a separate 
business unit at X5

Parcel pickup 
available in over 

 of X5 stores

70%

Parcel pickup 
available in over 

 of X5 stores

80%

Parcel pickup 
available in over 

 of X5 stores

90%

20

Sorting facilities

31

Sorting facilities

33

Sorting facilities

6,829

THS

Parcels

16,455

Pickup points

12

Sorting facilities

26,994

THS

Parcels

37,602

THS

Parcels

22,635

Pickup points

24,047

Pickup points

To become one of the 
leaders in the 

 

delivery market

e-commerce

OUR GOAL

5Post was established in 2019 as an additional service 
to support traffic to our Pyaterochka stores that could 
also generate additional revenue from existing retail 
operations infrastructure. 

By the end of 2021, 5Post was operating 22,635 
pickup points and 31 sorting facilities located 
in existing X5 DCs or stores. By the end of 2022, 
we aim to have over 24 thousand pickup points and 
achieve 90% reach across our formats.

Strategic initiatives and plans 
for 2022—2023

Bulk integrations with partners (over 
100 new partners per month) to achieve 
economies of scale

Maximise operating efficiency by 
achieving best-in-industry efficiency 
by CPO (cost per order) 

Leverage best-in-class efficiency to gain 
market share from competitors like 
Russian Post, SDEK, DPD, PickPoint, 
Boxberry

Continue to open new sorting centres, 
with the goal of achieving 90% coverage 
of the store network by year-end 2022

Expand beyond X5 properties 
to maximise network utilisation 

Increase marketplace-independent 
traffic 

Add new services, e.g. return or 
exchange of goods, deferred payment, 
fitting rooms, etc.

Название блюда или ингридиента...

STRATEGIC REPORT

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DIGITAL BUSINESSES

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FOOD.RU MEDIA PLATFORM

Food.ru media platform

Food.ru is a media platform that 
aims to engage customers at early 
stages of their shopping journey by 
offering recipes, culinary master 
classes and advice on topics like 
healthy eating. 

Product (functionality):

Content

Expanded search to offer filters by 
popular topics like healthy eating, meal 
preparation, etc.

Added ability to save recipes to personal 
accounts

Comments can now be left for recipes 
and articles

Users can now submit their own recipes 
to the site

Integration with Vprok.ru Perekrestok 
makes it possible to order recipe

30,000+

Recipes available on Food.ru, 
including with step-by-step 
photo and/or video instructions

4,100 

Recipes submitted by users

500+

Recipes integrated with 
Pyaterochka and Perekrestok 
offerings and promos

150+

Recipes from professional 
chefs for Food.ru Academy

5,000 

Articles and advice columns

While offering customers information at the planning and 
choice stages, Food.ru’s integration into X5 services like 
express delivery and the X5.ID single sign-on help us to guide 
customers towards continuing their shopping journey with X5. 

Food.ru plays a key role in our strategic goal of building 
a food market business that is present at every stage of the 
customer journey. By providing consumers with a dynamic, 
engaging media platform that is regularly updated with a wide 
variety of content about food, we are able to begin 
communication with them at the earliest stages of their 
customer journey.  

As customers choose what to eat and plan their meals, the 
Food.ru platform, which is integrated with X5.ID, provides us 
with insights into customer preferences, enables us to extend 
more personalised marketing and promo offers and gives 
users the convenient option of ordering recipe ingredients 
directly from our online hypermarket Vprok.ru Perekrestok 
and express delivery services.

21.9 

MLN

MAUs

79

We aim to continue to expand the content while further integrating 
Food.ru into our core businesses in the year ahead.

Plans for 2022

STRATEGIC REPORT

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DIGITAL BUSINESSES

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FOOD.RU MEDIA PLATFORM

80

Launch of order delivery from 
X5 Retail chains

E-GROCERY

70,000+

Recipes

with over 25,000 new
recipes from users

1,600+

Number of new articles 
published

including at least 180 
integrated into core
business offerings

80+

Videos for Food.ru Academy

CONTENT

Ability to order any product from 
X5 catalogue, including recipes

Personalisation of content

Integration of the shopping list, 
meal plan and calorie calculator

PRODUCT 
(FUNCTIONALITY)

STRATEGIC REPORT

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DIGITAL BUSINESSES

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MNOGO LOSOSYA

Mnogo Lososya

Mnogo Lososya is a food 
tech project that is developing 
a national network of dark 
kitchens that will support 
a portfolio of online “eating-
out” brands. 

In late March 2021, Mnogo Lososya became part of X5 Group. 
As of 31 December 2021, Mnogo Lososya was operating 50 
kitchens (including two franchisees) and 76 cafe points in 
Moscow's Perekrestok stores, as well as a mobile app and a 
software suite supporting key business processes such as 
food preparation and delivery. The business unit’s portfolio 
currently includes three brands.   

A dark kitchen produces over 200 ready-to-eat SKUs under 
the Mnogo Lososya, Ten Ideal Pizzas and Rolls No. 1 brands. 
Customers can place orders using both the company's own 
Mnogo Lososya app or through delivery aggregators. 

999

RUB

MLN

Revenue

excl. intra-Group sales

744

THS

Orders

50

Dark kitchens 
in operation 

incl. two franchisees

1,640 

RUB

Average ticket

2021 highlights

Formats

A dark kitchen produces: 

200+

Ready-to-eat SKUs
under the following brands:

Mnogo Lososya 

franchises

in checkout areas at 

Pyaterochka and 

Perekrestok stores

Cafe points

in Perekrestok stores

Dark kitchens

1

Mnogo Lososya

2

Ten Ideal Pizzas

3

Rolls No. 1 

81