X5 Retail Group developed and implemented a unified customer identification system called X5 ID. It is an account that allows to use the services of the retailer and trade networks after one-time registration.

To create a X5 ID account, the user enters a phone number and consents to the processing of personal data. Then the user can add his full name, date of birth and email to his profile. The system does not require mandatory linking of bank cards.

X5 ID will be used by the company, its retailers and business units to identify the users of their products. According to Igor Shekhterman, CEO of X5 Retail Group, a single ID will become a functional base for the company to launch new services from all X5 networks, a universal user gateway and a basis for the development of customer services.

Original (in Russian)