Ahold Delhaize: strategic developments in Netherlands

Harriet Cohen
Senior Retail Analyst
@RetailAnalysis

Date : 25 September 2020

As Albert Heijn puts further efforts to spotlight its low prices and looks to attract new shoppers to its ecommerce operations, we round up news from the retailer.

Albert Heijn tests delivery service for small households

Albert Heijn is testing a new delivery service for small households with the launch of an app called AH Compact. The new delivery service is set to meet the needs of one and two-person households, a rapidly growing market. These households can choose from an assortment of 5,000 daily essentials, including fresh produce, private-label, and other grocery items, using the AH Compact app.

Albert Heijn is reducing the minimum order size to €35, instead of €50 for conventional deliveries, and brings it in line with locally based, pure play ecommerce retailer Picnic. In addition, customers can choose from a limited number of delivery slots: six in the evenings and two in the mornings. The trial is taking place initially in the city of Haarlem. If successful, a national rollout could follow.

Albert Heijn introduces AH ActieHelden to spotlight promotions

As it looks to spotlight the value for money it offers, Albert Heijn is to launch the AH ActieHelden campaign that will spotlights its promotions. The campaign will be launched on TV on 27 September and will be activated in store from the next day, 28 September. The campaign, which uses a family of four action hero characters at its core, will highlight its Bonus offers, which provide shoppers with low prices.

Albert Heijn postpones roll out of To Go format with BP

After announcing plans to expand their retail cooperation to over 100 sites across the Netherlands in March, Albert Heijn and BP have said they are going to pause the expansion due to the coronavirus pandemic. While the two companies planned to open several Albert Heijn to Go stores on BP petrol forecourts over the summer period, only a few have been completed, while none will be added during autumn. The pause in the expansion of the To Go format with BP seems a sensible step given the economic and operational backdrop. However, the pace of expansion for the format has been slower than expected in recent years and this pause will limit its growth once more.