Elvi: Latvian Shoppers "Spoiled" by Promotions as Chain Keeps Expanding

Latvian-owned retail chain Elvi plans to open about four additional stores this year. At the same time, the company is preparing one of its largest outlets in premises previously occupied by the Sky store chain.

For the second year running, Elvi has also been intensively supplying goods to other businesses, expanding beyond traditional retail operations.

However, growth comes with trade-offs — the chain has had to close stores that fail to generate sufficient turnover. Customer loyalty has also become a challenge, as shoppers grow less loyal, intensifying competition for customers among retailers.

Shoppers and promotions

In an interview with LSM.lv, Elvi Latvija commercial director Laila Vārtukapteine said Latvian shoppers have become spoiled by promotional offers, reflecting consumer habits shaped by fierce competition and the wide availability of discounts.

The commercial director also discussed competition within the retail sector, the role of the franchise model in the chain's development, changes in what customers put in their shopping baskets, and the labor shortage affecting the retail industry.

Elvi's development plans indicate the chain intends to keep expanding in the regions while adapting to a shifting competitive landscape and evolving consumer habits.