The retail chain Mego has launched a mobile application that will become an important part of the company's digital development strategy. In the coming years, Mego expects that 75–80% of customers will make purchases using the application.
The new tool combines relevant and personalized offers for customers, special programs, and bonuses in one convenient format, strengthening the company's position in the increasingly digital retail market.
Shopping habits in Latvia have changed significantly in recent years. More often, the choice of store is determined by product prices, convenience, and the ability to plan purchases in advance. According to industry data, promotions and attractive offers remain one of the key factors when choosing a retail chain for shopping. Customers are becoming more rational and are increasingly looking for ways to save on everyday purchases.
The role of digital communication and customer engagement channels is also growing. According to the NielsenIQ Retail Pulse Latvia 2025* study, 52% of the country's residents have used mobile applications from stores to find information about offers and prices in the last four weeks. Meanwhile, up to 96% of customers of major retail chains participate in loyalty programs, confirming that digital tools are becoming an integral part of the everyday shopping experience.
"We closely monitor how our customers' habits are changing and how the market is developing. The loyalty program for Mego is not new: already more than 67% of purchases are made using the Mego card. However, for a younger audience, mobile applications have long become a more familiar format for interacting with brands. The launch of the 'Mego Draugs' application is a logical step forward that will allow us to offer our customers convenient and understandable tools for saving time and money," notes Alexander Afanasyev, head of the marketing department at Mego.
The 'Mego Draugs' application offers not only quick and easy access to information about current promotions and convenient management of the loyalty program but also additional benefits: special prices for users, coupons, birthday discounts, a referral program, purchase history, and digital stickers. The company emphasizes that the further development of the application will be based on analyzing user behavior, customer needs, and feedback received.
About SIA Mego
Mego is one of the largest retail brands in Latvia and a company with 100% Latvian capital, operating in the market for over 25 years. The chain includes 90 stores across the country, employing more than 2,300 staff. The company consistently develops a sustainable and responsible business model, supporting local communities and providing affordable everyday shopping.
NielsenIQ Retail Pulse Latvia 2025: The study involved 1,101 residents of Latvia aged 18 to 65; the survey period was March–April 2025.
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