OREANDA-NEWS. Lenta, (LSE, MOEX: LNTA) one of the largest retail chains in Russia, is pleased to announce that its ground breaking loyalty card programme has attracted 6 million active users, enhancing Lenta's ability to offer the most relevant products under one roof and reach customers with individually tailored offers.

The number of active loyalty card users increased by 35% y-o-y and more than 90% of spending in Lenta stores can now be tracked to a single customer, providing Lenta with more customer data than any other food retailer in Russia.

Lenta launched its loyalty card in 2000 and has accumulated a significant amount of data for its Big Data Customer Insights Programme, which it uses to enhance the Company's customer offerings. Lenta stores now cater to nine distinct customer lifestyle profiles, rather than an average shopper, and enabling Lenta to meet the needs of these diverse customers while carrying fewer products than many large hypermarkets. The result is a customer centric approach that generates more relevant offers to drive loyalty, helping Lenta to become the fastest growing food retailer in Russia, with one of the leading LFL sales growth over the past four years.

Lenta's Chief Commercial Officer, Herman Tinga said:

"We are proud of our track record of rapid and sustainable growth and our customers are the key to this development and improvement. With additional shopper knowledge, we can constantly take into account what customers require and the services they demand.

On top of our attractive prices in the marketplace, customers receive an additional 5% discount on all purchases by using the Lenta loyalty card. But the card is much more than a loyalty tool - the data provided enables us to keep ahead of a fast moving market and we can reach individual customers across multiple digital and traditional channels."