Maxima pioneers Scan&Go in the Baltics

Maxima in Lithuania is the first retailer in the Baltic States to offer self-scanning with shoppers’ smartphone. Customers of the Maxima supermarket in the Akropole Shopping Centre in Riga can now scan and pay their purchases with their smartphones. The retailer plans to roll out the solution to its other stores in the near future.

Maxima accelerates digitalisation of its shops

The new service is part of a larger technology initiative aimed at making shopping faster, more convenient and safer for customers. Maxima has already deployed electronic shelf labels, digital info screens and self-checkout terminals to its stores. The company also uses Artificial Intelligence (AI) software to control inventory levels and has introduced a mobile app with payment functionality.


Scan&Go is part of the Maxima App. With its integrated scan function, customers register selected articles before placing them into the shopping bag. While shopping, the app displays totals and can also be used for price queries. At checkout, special payment terminals are provided. After scanning a QR code generated in the app, the customer pays via app or card.

Rapid rollout of the solution planned

So far, about 70,000 customers have downloaded the Maxima app. The company plans to roll out its Scan&Go service to additional shops as soon as possible. However, this requires adjustments to the existing checkout solution. Maxima also wishes for faster and more flexible reactions from government agencies in the fiscal certification process.

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Joachim Pinhammer

Joachim Pinhammer supports retail and technology companies with consulting and marketing expertise. He was Senior Analyst and Research Director Retail Technology at the London-based analyst group Planet Retail. Prior to that, he was the global marketing director for the retail division of Wincor Nixdorf (now Diebold Nixdorf). Joachim Pinhammer is a regular speaker at events organised by Messe Düsseldorf (EuroShop and EuroCIS), the EHI and further industry conferences. His reports are regularly published by trade magazines and online retail industry media.

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