19 November 2014

Lenta’s loyalty card reaches 6 million active users

Ground breaking loyalty card accounts for 90% of all Lenta sales providing valuable big data customer insights

St-Petersburg, Russia; 19 November , 2014 – Lenta, (LSE, MOEX: LNTA) one of the largest retail chains in Russia, is pleased to announce that its ground breaking loyalty card programme has attracted 6 million active users, enhancing Lenta’s ability to offer the most relevant products under one roof and reach customers with individually tailored offers.

The number of active loyalty card users increased by 35% y-o-y and more than 90% of spending in Lenta stores can now be tracked to a single customer, providing Lenta with more customer data than any other food retailer in Russia.

Lenta launched its loyalty card in 2000 and has accumulated a significant amount of data for its Big Data Customer Insights Programme, which it uses to enhance the Company’s customer offerings. Lenta stores now cater to nine distinct customer lifestyle profiles, rather than an average shopper, and enabling Lenta to meet the needs of these diverse customers while carrying fewer products than many large hypermarkets. The result is a customer centric approach that generates more relevant offers to drive loyalty, helping Lenta to become the fastest growing food retailer in Russia, with one of the leading LFL sales growth over the past four years.

Lenta’s Chief Commercial Officer, Herman Tinga said:

“We are proud of our track record of rapid and sustainable growth and our customers are the key to this development and improvement. With additional shopper knowledge, we can constantly take into account what customers require and the services they demand.

On top of our attractive prices in the marketplace, customers receive an additional 5% discount on all purchases by using the Lenta loyalty card. But the card is much more than a loyalty tool – the data provided enables us to keep ahead of a fast moving market and we can reach individual customers across multiple digital and traditional channels.”

About Lenta

Lenta is one of the largest retail chains in Russia and the country’s second largest hypermarket chain (in terms of 2013 sales). The Company was founded in 1993 in St. Petersburg. Lenta operates 88 hypermarkets in 50 cities across Russia and 18 supermarkets in Moscow and the Moscow region, with a total of approximately 576,442 sq.m. of selling space. The average Lenta hypermarket store has selling space of approximately 6,400 sq.m. The Company operates four hypermarket distribution centres.

The Company’s price-led hypermarket formats are differentiated in terms of their promotion and pricing strategies as well as their local product assortment. The Company employed approximately 27,800 people as of 31 December 2013.

The Company’s management team combines a mix of local knowledge and international expertise coupled with extensive operational experience in Russia. Lenta’s largest shareholders include TPG Capital, the European Bank for Reconstruction and Development and VTB Capital Private Equity, all of whom are committed to maintaining high standards of corporate governance. Lenta is listed on the London Stock Exchange and on the Moscow Exchange and trades under the ticker: ‘LNTA’.

A brief video summary on Lenta’s business can be seen here:

For further information please visit www.lentainvestor.com, or contact:

Anna Meleshina,
Public Relations & Government Affairs Director
Tel: +7 812 363 28 53
E-mail: anna.meleshina@lenta.com

Yana Mogileva, PR Manager
Тel:+7 (812) 336 39 97
E-mail: yana.mogileva@lenta.com

Instinctif Partners
International Media:
Mark Walter and Tony Friend
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E-mail: Mark.Walter@instinctif.com

Russian Media:
Anton Karpov
Тel:+7 495 660 05 91
E-mail: Anton.Karpov@instinctif.com