RUSSIA: Lenta launches bonus programme for young parents

St. Petersburg, Russia, 2017-Sep-07 — /EPR Retail News/ — Lenta (LSE, MOEX: LNTA), one of the largest retail chains in Russia, announces the launch of the Caring Mothers Club, a project that combines an attractive bonus programme with a dedicated website for young parents.

The Caring Mothers Club is a new initiative designed to engage the young parents holding Lenta’s loyalty cards. When purchasing participating merchandise, members of the Club will earn bonus points, called “Buttons”, which will be exchangeable for items from Lenta’s wide offering of children’s goods, including books and educational toys.

Procter & Gamble will become the first partner for the Club with its Pampers brand: until 30 August 2018, club members will receive one “Button” for every 10 roubles they spend on goods offered by the brand. Going forward, the Company intends to invite more producers of children’s goods to join the project, which will make accumulation of “Buttons” even faster and more fun.

Members of the Club will have access to a dedicated website,, where they can easily and quickly check the balance of their “Buttons” and decide how to best use them. The website will also publish updates on special offers and promotions covering goods from the children’s product range, and will offer useful tips for parents. Members will be able to exchange the earned “Buttons” by selecting items from the catalogue of bonus goods, posted on the website, offering dozens of items to suit every taste, including books on parenting and child development, as well as educational toys by leading brands. The value of goods on offer ranges from 300 to 1,500 “Buttons”, with the assortment updated regularly.

Elena Moskalenko, Commercial Department Dry Food, Commercial Director comments: “We see the launch of the Club as yet another way to support young parents and to thank them for their loyalty. We aim to offer our customers the most competitive prices for a wide range of high-quality goods, and now we will also be able to reward them with attractive gifts. Lenta has launched the Caring Mothers Club as a long-term initiative and, going forward, we will keep expanding its offering of bonus goods and adding even more useful and interesting content to its website.”

About Lenta
Lenta is the largest hypermarket chain in Russia (in terms of selling space) and the country’s fourth largest retail chain (in terms of annual sales as of 1Q2017). The Company was founded in 1993 in St. Petersburg. Lenta operates 197 hypermarkets in 79 cities across Russia and 61 supermarkets in Moscow, St. Petersburg, Novosibirsk and the Central region with a total of approximately 1,181,834 sq.m of selling space. The average Lenta hypermarket store has selling space of approximately 5,700 sq.m. The average Lenta supermarket store has selling space of approximately 900 sq.m. The Company operates seven owned 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 45,689 people as of 31 December 20161.

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 and the European Bank for Reconstruction and Development, both of which 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 and its Big Data initiative can be seen here.

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