Perekrestok (Russian: Перекрёсток, romanized: Perekryostok, translates as "crossroad" in English) is Russia’s largest supermarket chain managed by X5 Retail Group.

[1] In 2014, the chain adopted a new store concept, with state-of-the-art retail equipment, better use of selling space, and improved interior and exterior design.

The system analyses groups of customers and designs personalised marketing campaigns based on demographic and several hundred behavioural factors, such as: frequency of purchases and ticket size, customer preferences, lifestyle fundamentals, acceptable price levels, favourite product categories and preferred shopping hours.

In May 2018, X5 successfully completed a large-scale project to automate the processes of demand and replenishment planning at both stores and at Perekrestok and Karusel distribution centres.

To this end, the Company redesigned its core logistics, marketing and sales processes, and introduced an end-to-end system of supply chain management, boosting forecast accuracy by 17% and increasing on-shelf availability of products by 5%.

[17][18] In November 2019, X5 Retail Group has opened a ‘lab store’ based on Perekrestok in Moscow, to test new technologies that will enhance customer experiencе.

Engineers in the lab is conduct in-store trials of electronic shelf labelling, video analytics, smart shelves, digital information panels, and self-scanning and self-checkout systems.