Inta Buša, CEO, BSMSInta Buša, CEO
The e-commerce landscape of the Baltic countries is different from the rest of Europe. Although consumers make their product selections online, they still prefer to go to a physical store to make the final purchase. This online-offline symbiosis is unique to the consumers of the region, requiring a homegrown company to design and execute strong retail merchandising strategies that enhance the consumer experience. Helping Baltic FMCG brands meet their customer’s needs is where BSMS cements its cornerstone.

BSMS is one of the leading retail merchandising agencies in the Baltics, offering marketing and merchandising solutions to revitalise brands’ in-store customer journey, increase footfall, and provide a memorable shopping experience. BSMS’s 26-strong team in Lativa ‘make the purchase happen’ for its international FMCG clients, including LEGO, Coco Cola, Brabantia, Formaggio, Ferrero, and Henkel.

The company’s vision is to become a ‘guiding compass’ for all local and international FMCG brands to streamline the quality, development, and speed of their marketing and merchandising efforts. In doing so, BSMS also steps away from the cookie-cutter approach. The company believes every brand has a different story to share, and that should reflect in their retail merchandising and marketing activities.



BSMS achieves this via its 360-degree service approach, starting with the accumulation of customer data to analyse a brand’s current positioning on the customer journey map. This step is often underestimated, especially in a narrow market segment like the Baltics, but BSMS considers the data collection a vital part of the decision-making process. Based on the survey results, BSMS draws a sales strategy to increase the brand’s sales volume through merchandising, while providing key account services, store audits, and analyses to cooperate closely and optimise the sales.

BSMS utilises both traditional and digital marketing strategies that aid brands to capitalise on the diverse customer channels, in-store and online, to support their needs at every touchpoint. The company, especially, uses automation as much as possible to decrease human error possibility and make processes easier and faster. Besides that, BSMS follows an iterative process of continuously monitoring the success of existing marketing and communication plans and bringing actionable changes to them when needed.

Valmiermuiza, a beer brewery in Latvia, recently sought BSMS’s help to improve their in-store product visibility at retail outlets. Their beer’s ineffective shelf placement in retail stores made it hard to close a sale. BSMS’s 360-degree approach allowed the client to create local success story, making them one of the leading brands in the category. As a result, their sales increased, and the brand started getting better in-store placements.

“Not only the 360-degree approach, even our team of passionate specialists, with their innovative personalities, lays the groundwork for developing such effective retail merchandising strategy and making a purchase happen for clients,” states IntaBuša, CEO of BSMS, also Forbes 30 Under 30.
  • Not only the 360-degree approach, even our team of passionate specialists, with their innovative personalities, lays the groundwork for developing such effective retail merchandising strategy and making a purchase happen for clients


Content is equally important to creating outstanding brand stories, and BSMS understands it. This is precisely the reason behind the company’s focus on its ‘b-studio’. It is a multifunctionality studio for product photoshoots and the production of video, podcast, and social media content. The studio enables brands and influencers to creatively express themselves to their target audience. BSMS also produces a weekly podcast, “TirgziņuTērzes” (Market Talk in English), to bring bright industry professionals and academics from the marketing domain to share good practices, meaningful words of advice, and hard lessons.

Multinational retail brands wanting to invest in the Latvian market can also benefit from BSMS’s partnership. BSMS is resolute in proving one thing in its future endeavours; to become the springboard of success for retail companies to create purpose-built, bold brands that stir the entire business ecosystem.