Retailers in Latvia Adapt to Diverse Shopping Habits with Technology
International research shows consumers increasingly value tech-enabled convenience, and Latvian stores are gradually introducing solutions to cater to both quick and leisurely shoppers.
According to studies by McKinsey and PwC, physical stores are increasingly designed around different shopping missions. Some customers arrive looking for a specific item and want to complete the purchase as quickly as possible, while others seek inspiration, explore new products, or make more deliberate decisions.
Deloitte research finds that for over half (52%) of consumers, the convenience provided by technology is now more important than before. This indicates that people expect an increasingly simple, flexible, and personalized shopping experience. In Latvia, these trends are visible through self-checkout kiosks, Scan & Go solutions, electronic shelf labels, and other digital tools, which are no longer just a way to improve store efficiency but also a means of giving shoppers choice.
One recent example is the introduction of automatic age verification at self-checkout terminals, allowing customers to purchase age-restricted items while reducing waiting time and ensuring regulatory compliance. This shows that self-service technologies are becoming a full-fledged part of the shopping process.
Uģis Začs, Regional Manager for Latvia and Estonia at StrongPoint, notes that there is no longer a single typical customer journey. In the same store, one might find a person wanting to quickly buy a few items and a family leisurely planning weekly groceries. The retailer's task is to create an environment where both scenarios are equally convenient.
He emphasizes that technology is not meant to replace traditional service but to expand customer choice. Its main role is not just to speed up shopping but to give people options. If a customer wants a fast, independent experience, the store should be ready; if they prefer a relaxed exploration or consultation, that should also be easy. In Latvia, self-service technologies have been introduced gradually, and traditional checkouts still play a significant role because shopping habits vary. The most successful retailers will be those that can offer both options and let customers choose according to their needs.
