We saw a close link between private finances and purchasing groceries and we therefore also saw an important opportunity to make life easier for our customers. We were at the same time able to reduce the cost of the financial payment flows in the ICA system – something the retailers, customers and ICA can all profit from.

From this connection many other innovations were born. For example, ICA Sweden was the first to create the individual loyalty programme where our customers receive offers that are specifically well-suited for them. One of our strategic priorities is to spread this experience from ICA Sweden throughout the Group.

Among other things, there are loyalty card terminals in the largest Rimi stores in the Baltic countries. Customers swipe their card to activate unique offers. Rimi Baltic is the first company in the Baltic market to offer this type of convenience.