Rimi Lietuva introduced a new business strategy based on buyers’ insights

With the approval of the competition supervisory authorities, the Swedish company ICA Grupen sold Rimi Baltic to the Danish retail leader Sally Group. June 9th Vaidas Lukoševičius, CEO of Rimi Lietuva in Vilnius, presented a new business strategy for the retail network at Rimi Lietuva.

This year, Rimi Baltic will seek to improve the supply of the economic and medium -price segment, ensuring the visibility of these products on the shelves and their availability, while efficient supply chains. New #Focus (Formula for Customer Savings) The purpose of the strategy is to help buyers save.

The « good price daily » program will continue to be developed, ensuring that daily goods are usually offered at a competitive price. Communication in stores will also be updated to make it easier for buyers to notice the most valuable offers.

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Assortment Review and Changes

In implementation #Focus (Formula for Customer Savings) It is planned to review all the categories of goods, reducing the smaller groups of sales flow, such as fine household appliances, DIY product or adult outerwear.

Greater attention will be paid to the development of the economic segment – it is planned to increase the share of the goods in this segment by almost a fifth to offer the broader assortment to buyers.

According to V. Lukoševičius, the aim is to make the wide range of Rimi cover more economical goods and their choices. The private brand is also emphasized – research shows that 9 out of 10 buyers have purchased these products at least once, and 8 out of 10 claim that they are satisfied with their quality and want to purchase them again. Therefore, the aim is to increase the share of private brands by up to 33 %, ie a third of the shopping cart.

Photo by Rimi Archive

Promotions: Quality, not quantity

V. Lukoševičius emphasized that Rimi is responding to changes in the behavior of buyers – not the abundance of offers, but their relevance and value. The shares will be applied to the most frequently purchased, seasonal and competitive products.

« The most important thing is not how many shares we have, but whether they are really useful for buyers. Therefore, Rimi focuses on accurately chosen offers that will be valuable to buyers in their daily shopping, » he noted.

Rimi’s values ​​will remain

In implementing these strategic changes, Rimi will continue to strengthen its position in the field of sustainability, seeking to continue to be the best shopping center and top employer, ambassador of transparency, and provide a quality and pleasant shopping experience in Rimi stores as these are the main values ​​of Rimi.

The motto of Rimi is also being changed in the implementation of strategic changes. From now on, it will sound, « It is worth choosing daily » – it further emphasizes the value offered by the buyer: low prices, quality and convenience during each shopping.

* Based on Rimi Latvia’s commissioned by January 2025, the data of the study « The daily expenses and savings of the Baltic society in the Baltic States » in January 2025, during which 1011 Latvia, 1003 Lithuanians and 1002 Estonia, aged 18 to 74, were interviewed.