Yandex Plus and X5 Group have refined the option called “Buy in a package from X5,” according to the companies’ press service. The update broadens how cashback is earned, allowing subscribers to accrue rewards not only from Yandex services but also from purchases within the Pyaterochka and Perekrestok networks through the X5 Club card. This alignment makes the program more seamless for daily shoppers who switch between online services and in-store retail.
Crucially, the system now mirrors the number of Plus points with the number of X5 Club points earned, ensuring that the value delivered to subscribers is consistent across both platforms. For instance, a taxi ride will yield an equal amount of Plus points and X5 Club points, with the same principle applying to other eligible activities like travel. In the Travel option, subscribers receive an equal number of Plus points and S7 airline miles, reinforcing the cross-network reciprocity that underpins the broader loyalty strategy.
Andrey Gevak, head of Yandex Plus, highlighted that subscriptions have become embedded in everyday life. The expansion of options is a direct response to user interests and a drive to maximize the value of subscriptions for a growing customer base. He noted that the company is continually adapting to consumer demand in retail and recognizing the strong upside of prior successes like the Travel option, where points accumulate in Plus and miles are earned in partner programs. This ongoing collaboration with X5 Group is designed to deliver more meaningful benefits to subscribers, reinforcing loyalty across multiple touchpoints.
Subscribers will also have the option to apply up to 99% of the accumulated cashback from the X5 Club card toward purchases at Pyaterochka and Perekrestok, with the added flexibility to select up to ten favorite X5 Club categories to maximize cashback opportunities. The practical effect is a more forgiving, versatile spend-through model that rewards ongoing engagement with both ecosystems.
Looking back to 2022, the market saw the launch of the “Bundle shopping from X5” option, a feature designed to provide additional incentives for shopping within the X5 Group ecosystem. Today, this approach is supported by a growing user base and demonstrates how cross-promotional programs can compound value for consumers who regularly shop at X5 Group stores and rely on Yandex services for day-to-day tasks. At the moment, millions have already engaged with the retail option, signaling wide acceptance of blended loyalty strategies in the region. [attribution: Company press release]