Greater emphasis will be placed in the future on developing and strengthening the Rimi brand. A total of around fifteen new stores are planned for 2014, the majority of which will be in Lithuania. Development of private label products will further intensify, as will work on various types of loyalty programmes.

There will also be a great emphasis on improving efficiency in sourcing and logistics. The goal is to further improve coordination of sourcing in relevant areas between Rimi Baltic and ICA Sweden.

Despite a generally high rate of unemployment, it is difficult to find staff in the Baltic capitals. Turnover among store employees is generally higher in the Baltic countries than in ICA Gruppen’s other markets. This is a problem for the industry, but also draws focus and energy away from the organisation. Good working conditions, clear leadership and positive common core values are important components in efforts to reduce staff turnover.