X5 Group and VK became partners in technology development

On July 26, 2023, X5 Group and VK signed a strategic partnership agreement. The companies plan to jointly develop technological services to improve the experience of the retailer’s customers and employees.

Priority areas of cooperation include piloting projects based on VK Predict predictive analytics services. ML-algorithms will help to profile and segment the audience of current and potential customers of X5 Group and identify insights for business development. The partners are already implementing the first projects to test corporate communications services that simplify interaction between X5 Group employees.

The long-term cooperation will enable the use of data and customer interaction technologies to expand the product range and increase its availability in different regions of Russia, such as the Far East.