«Pyaterochka» is a Russian convenience store chain operated by X5 Retail Group. In December 2019, the 15,000th supermarket of the chain was opened. As of December 31, 2019, the Pyaterochka retail chain has 15, 354 stores. In 2019, the second renovation program was launched and as the result the “fresh” category was almost doubled and it occupied about half of the sales area; a large variety of ready-prepared (food-to-go and ready-to-eat) products is presented, in the center of the sales floor there is the store`s personal bakery and baking department, there`s also a separate, fully-equipped area with a coffee machine and freshly squeezed orange juice where you can also charge your gadgets. In 2019, Pyaterochka received the Best for Life Design Award in the Retail Architecture and Environment Design field in the Convenience Store category, as well as the 2019 Innovation Time award in the Best Innovation Implementation Project in the Trading networks category
The development of a combined loyalty program mechanics with a unique interactive solution to complement the gamified collectible model for the federal marketing campaign “The Trollemendous Tour”, well timed to the release of the “Trolls World Tour » animated film.