X5 Group, the Centre to Search for Missing People (CSMP) and the LizaAlert search and rescue team are running a joint project to help people who get lost. In all stores across Pyaterochka and Perekrestok retail chains have designated safety zones, which are special areas marked by an orange geolocation sign to serve as a landmark for lost people. Pyaterochka pioneered the project in the spring of 2019, while Perekrestok joined the initiative in the autumn of 2020. Safety zones have helped bring over 3,800 people back home.