Adapting to changing shopping habits, Rimi Baltic has launched a strategic transformation process with a new long-term business strategy #FOCUS (FOrmula for CUstomer Savings), based on a well-thought-out assortment, smart pricing policy and even more customer-friendly shopping environment.
Comprehensive market research* demonstrates that around 70% of shoppers in the Baltic States consider the chance to save money by choosing products with various discounts as the most important consideration when buying food. To ensure an even more customer-focused and convenient shopping experience, the Baltics' leading food retailer, Rimi Baltic, has developed a new long-term business strategy #FOCUS (FOrmula for CUstomer Savings), as part of which it plans to review all product categories in the Rimi product offering this year, with a focus on expanding the range of economy products, and to continue working on the Rimi 700 programme, guaranteeing the lowest prices for everyday goods.
Over this year, Rimi Baltic plans to enhance the availability and visibility of affordable products on store shelves, while maintaining a broad selection and improving supply chain efficiency. The coming changes in pricing policy are related to solutions such as fewer but more advantageous special price offers and the continuation of the Rimi 700 programme, guaranteeing the lowest prices for everyday goods. In turn, in the store environment, it is planned to improve communication and the shopping experience by providing price tags that are easier to read and highlighting the most advantageous offers.
“Our customers’ habits are changing, and Rimi too is changing in a modern way and in conformity with customers’ needs and values. The #FOCUS strategy's goal is not only to offer the lowest prices, but also to make smart shopping accessible to everyone, which helps customers save time and money, and strengthens Rimi’s position in any situation in which a choice has to be made for everyday purchases,” stresses Giedrjus Bandzevičius, Chairman of the Board of Rimi Baltic.
Along with the new strategy, Rimi's slogan will also be changed. It will now be "Smart Choice", further highlighting the benefits provided to Rimi customers: balancing price, availability, quality and convenience.
* Rimi Latvia's survey “Daily spending and saving habits of the Baltic Public” was conducted in January 2025 by Norstat, surveying 1011 Latvian, 1003 Lithuanian and 1002 Estonian inhabitants aged 18 to 74 years.
