Netherlands: news in review

Date : 06 March 2017

We round up the latest developments from the Netherlands including Jumbo’s new ‘digital supermarket’ and private label campaign, PLUS' 2016 results, Albert Heijn’s loyalty initiative,'s new slogan and Bilder & De Clercq’s home delivery service.

Jumbo presents ‘digital supermarket’ in Rotterdam…

Jumbo has introduced a ‘digital supermarket’ design on the corner of a building in Rotterdam, where shoppers can scan and order some of the retailer’s most popular products. Jumbo has previously undertaken a similar activity in Utrecht at a bus shelter, while the latest design is in place until the end of March. Tesco has also experimented in this area in in South Korea and at London Gatwick airport.

Jumbo launched online shopping in the Rotterdam area earlier this year. Orders can be placed online or through the retailer’s app, with home delivery and in-store pick up available.

…As it launches private label campaign

Elsewhere, the retailer has created a licensed private label product range, featuring the Dutch cartoon characters Woezel & Pip. The range is aimed to encourage healthy snacking on fresh produce and cheese instead of chocolates and sweets. It will include around 25 products and is due to launch at the end of February.

Commenting on the development, Ed van de Weerd, commercial director, said ‘When it comes to children, we find making healthier choices very important. The fun and tasty products from the Magic Garden will offer young families a helping hand, making shopping and cooking a little easier’.

Elsewhere in the market competitors PLUS and Albert Heijn have done something similar in recent years. 

PLUS 2016: + 1.5%, future investment €200m

Meanwhile, PLUS has revealed its 2016 results reporting a 1.5% increase in sales to €2.3bn, while operating profit increased by 6.4% to €51.2m.

In the last two years, the retailer has invested around €90m in store renovation. This will continue in the future, where over the next three years,  it plans to invest €200m in online and store renovation.

2016 highlights included the launch of the retailer’s PLUS app and PLUS Express service, which offers same day in-store collection or delivery on online orders. During the year, PLUS also launched three new stores, although four stores also closed. Elsewhere, other stores were extended, while four were relocated.

In future years, CEO Jan Brouwer expects revenue to increase by 10% as the retailer focuses on improving its existing stores. The retailer has converted 34 stores to the new Brilliant 2.0 concept so far. He expects PLUS’ online business will see ‘controlled growth’ of 2-3% this year.

Albert Heijn’s introduces loyalty campaign...

In other news, Albert Heijn is running a new loyalty campaign, where shoppers collect stamps to receive a discount on hotels in the Netherlands and Belgium.

Shoppers can collect a stamp for every €10 spent at Albert Heijn’s supermarkets and online. Once ten stamps are collected, the user receives a 50% discount on the second night of a stay at participating hotels. AH to go convenience stores and Ahold Delhaize sites in Belgium are excluded from the campaign, suggesting that the retailer is using the tactic to drive footfall and encourage higher average basket spend in its larger stores and online.

...As reveals a new slogan

Ahold Delhaize's has introduced a new slogan, 'You can do it with', alongside its 'shop all of us' slogan. The new slogan will feature in a range of future campaigns.

Bilder & De Clercq introduces home delivery

Elsewhere, last month, Bilder & De Clercq launched a home delivery with a minimum order value of €25. This follows its recent move to offer an online website with ordering functionality, with orders available for collection in Amsterdam.

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