X5 lab store, Moscow, Russia

The X5 lab store is located just inside Moscow’s second ring. It shares the space with a Pyaterochka store where retail solutions are tested and their impact on shoppers’ experience is assessed. The concept store tests innovative retail solutions to assess their impact on sales and costs. These are conducted before deciding on whether to roll them out to the wider X5 network. We visited the store to observe the solutions being tested.