Ahold Delhaize: European market update

Date : 30 January 2018

We round up the latest news from Ahold Delhaize across the Netherlands, Belgium, Greece and Romania.

Netherlands: Albert Heijn extends Rappie two-hour pilot…

Albert Heijn is extending its Rappie two-hour delivery pilot from the end of February until the summer. This will see orders continue to be delivered within a two hour window from four participating branches of Albert Heijn in Rotterdam. Orders are currently fulfilled by Superbuddy.nl, an online delivery provider.

…As Albert Heijn maps customer satisfaction in real-time

In other newsm Albert Heijn is partnering with Dutch start-up TryLikes to measure customer satisfaction in hundreds of stores in real-time.

The partnership will see TryLikes measuring stations introduced in-store. These measuring stations ask a question, with shoppers able to choose to respond with a thumbs up or thumbs down. In-store, there will be between three and four, measuring stations, with a -real-time feedback player. Co-founder Janneke van den Huevel said, ‘If it turns out that there are many dislikes about the waiting time at a certain cash register on Friday afternoon, you can adjust the schedule as branch manager’.

The retailer previously ran a similar pilot two years ago, where shoppers were asked about a number of elements, including service, stock levels and layout. Meanwhile, TryLikes already works with competitors including Jumbo, as well as Ikea and McDonald’s.

…Albert Heijn on a ‘mission to make the Netherlands more active’

Meanwhile, Albert Heijn is now partnering with the NOC * NSF to organize the ‘AH Skating Action’ campaign. This encourages Dutch people to try different types of skating.

The retailer is running a linked promotion, where when shoppers buy participating products, they can receive a promotional code. This can be redeemed for a free skating lesson or other activity at dozens of sports clubs in the country.

Commenting on the partnership, Richard Kaper, Sports Participation Manager at NOC* NSF said, ‘The AH Skating Action coincides with the Olympic Games in Pyeongchang. From research at the previous winter games in Sochi, we know that many Dutch people are inspired by the successes of TeamNL to do more sports themselves’.

Netherlands and Belgium: Albert Heijn and Delhaize sell first identical private label product

Albert Heijn and Delhaize are now selling their first joint identical private label product, a muesli. The only difference is the presence of either the Albert Heijn and Delhaize logos on the packaging. In the future, more joint products are expected to launch as part of Ahold Delhaize’s ‘Better Together’ strategy.

Greece: AB Vassilopoulos to invest €90m in 2018

Meanwhile in Greece, AB Vassilopoulos is to invest €90m in expanding its network, from 414 to 454 stores.

This follows a 3% decline in turnover to €2.1bn, which was attributed to competition in price and promotional campaigns, as well as the re-opening of Marinopoulos stores as part of Sklavenitis.

Romania: Mega Image gets close to 600 stores, Bucharest remains key

Elsewhere, in Romania, Ahold Delhaize fascia Mega Image opened five new supermarkets in late December, bringing its total store count to 596 stores.

Over two thirds of these stores are located in the capital city. In a recent interview, Vassilis Stavrou, General Manager of Mega Image said, On the Bucharest market we have a market share of over 20%. The city is growing, and we grow up with it. I am talking about Bucharest and Ilfov, the extended area of Bucharest as we call it. We are also in residential areas, in office buildings and in new real estate projects’.

Romania 2017 highlights: entering Cluj Napoca, Bucharest expansion & online

Commenting on 2017, he said, ‘2017 was a good year, with many challenges that helped us to develop and fulfil our objectives. A first success of 2017 was entering the retail market in Cluj Napoca. Also in 2017 we consolidated the position in Bucharest by increasing the number of Mega Image and Shop&Go locations, we launched our own e-commerce platform www.mega-image.ro. Thus we closed the year strongly, through expansion and growth’.

IGD forecasts that Romania will be key to driving growth for Ahold Delhaize in the future. By 2022, Romania will account for over 7% of the retailer's supermarket sales in Europe, around double that which it represented in 2017.


Want to keep up with the latest developments at Ahold Delhaize and other international grocery retailers? Sign up for IGD’s free international Retail Analysis newsletter.