Rimi Latvia has launched a new digital solution for age verification in its stores, allowing customers to confirm their age using Smart-ID identification. This initiative has been introduced at self-service checkouts specifically for products that have age restrictions, streamlining the purchasing process for such items. According to Liene Perija, the digital development director at Rimi Baltic, about 15-20% of all purchases involve age verification, and this process consumes significant employee resources, with age checks accounting for 60% of all customer interactions requiring assistance.

This age verification method was first rolled out in Rimi stores in Estonia and Lithuania in December of the previous year and has proven popular, with approximately 40% of customers opting for this self-service option. This year alone, around 100,000 unique customers have utilized the age verification feature via Smart-ID, marking a significant uptick in user engagement with the new technology. By implementing this system, Rimi aims to enhance customer experience by allowing store employees to focus on other tasks while ensuring compliance with age-related purchasing laws.

The introduction of the Smart-ID solution across all Baltic states represents a significant step in Rimi's digital transformation strategy. It not only aligns with modern consumer behavior but also contributes to operational efficiency within the stores. As similar digital solutions gain traction in the retail industry, Rimi sets an example for other retailers aiming to optimize age verification processes and improve customer experience in compliance with legal requirements.