Sustainable development and environmental responsibility are high on the agenda of the Russian retail industry. In June 2019, X5 Retail Group, along with other major industry players, signed a Memorandum on Sustainable Development. Karusel, a hypermarket chain within X5, emphasised its commitment to these principles through its latest short-term loyalty programme.
The programme ran from June 24 to October 27 in all of the network’s hypermarkets. Customers making purchases in Karusel stores received a sticker for every 350 roubles. For 70 stickers in the promotional booklet they could buy a set of products with a 90% discount on the retail price. The promotion also included purchase of partner products, for which additional stickers were awarded. From the sale of each toy, 5 roubles was directed toward implementing the WWF Russia project.
Karusel customers were offered a collection of sets consisting of a plush toy and a ceramic bowl, branded with the WWF logo. The collection was designed specifically for Russia. It included six animals which are threatened with extinction. One of WWF’s key priorities is to increase awareness of the state of nature and the animals at risk. With this programme, we helped draw the attention of many people to these issues.