Retail Buyer Portrait: Analytics Powering Sales Growth
Russian FMCG companies can now access detailed insights into consumer behavior for more effective marketing, using the “Pokupateli brenda (Brand Buyers)” tool within the Dialog X5/Analitika platform.
Partners of food retail group X5 can now analyze their brand’s customer base in depth, excluding personal data. They can see which products customers buy, how often and in what quantities, how much they spend per purchase, and their average monthly basket. That level of visibility allows companies to fine-tune promotions and loyalty programs with much higher precision.
Turning Data Into Measurable Impact
Every day, more than 25 million customers pass through X5 stores, creating a rich dataset for analysis. The retailer uses transaction data not only to strengthen customer retention and loyalty within its own ecosystem but also to support partner use cases. The Pokupateli brenda tool provides metrics on unique buyers and consumption patterns across retail chains and regions. As a result, companies can quantify campaign performance and improve outcomes already at the planning stage.
This case highlights the maturity of Russia’s IT ecosystem at the intersection of CDP/DMP platforms, AdTech tools, and marketing channels.
Retail as a Data Ecosystem
The rollout of the new tool within Dialog X5/Analitika signals a broader shift. Large retail chains are evolving into ecosystem platforms. They no longer just sell goods but also monetize consumer behavior data. Consumers benefit as well. They receive more relevant offers aligned with actual needs, while FMCG brands can drive higher sales volumes.
The X5 case is likely to push competitors to invest more heavily in data quality. In the near future, similar buyer analytics solutions are expected to expand beyond grocery retail into non-food segments, beauty, and pharmaceuticals.
Retail Media in Russia: A Rapid Build-Out
In 2023, X5 Group opened access to its advertising capabilities through a unified platform. In 2024, it consolidated advertising services under the X5 Media brand. In 2025, the company launched its own advertising ledger. The Pokupateli brenda service is a natural next step in expanding its digital toolkit.
X5’s closest competitor, Magnit, is building its own advertising platform, Magnit ADS. It uses loyalty program data that covers more than 80 million customers to enable targeting.
In spring 2026, M.Video announced plans to launch an omnichannel retail media platform. It will integrate online channels, physical stores, CRM communications, and media formats into a single system.
A Market Growing Faster Than the Global Average
Russian retail is no longer just a sales channel. It is becoming a combined data and advertising platform. Alongside pricing and assortment, analytics capabilities and media tools are emerging as key competitive advantages. X5 Media, for example, attracted 54% more advertiser investment in 2025, while the number of campaigns using digital inventory in physical stores rose by 80%.
“In 2025, Russia’s retail media market reached 891 billion rubles (approximately $9.6 billion), with domestic platforms growing four times faster than global averages,” said Andrey Skachek, Marketing Director at M.Video.
The development of ecosystem-based analytics platforms creates a multiplier effect not only for retailers but also for their supplier partners, reshaping the broader retail market.
