In an interview with Emerce magazine the recently appointed general manager for AH.nl, Adriaan Thierry, discussed how the retailer was looking to grow online.
‘Changing shopper requirements to drive change’
Thierry said that changing shopper demands were driving change and leading to further integration between digital and physical stores, a step that was promoting the importance of logistics at the retailer. However, he felt the growth of online would not diminish the importance of stores, with fresh ranges becoming proportionally more significant at the retailer’s supermarkets and, thus, simply changing their emphasis.
Albert Heijn to offer range of – profitable – options
Thierry asserted that the growth of online was only just beginning and that shopper awareness of pick up options would grow in future. By being able to offer a range of service options he felt Albert Heijn would be able to attract different types of shoppers, those who prefer to have their goods delivered and those who want to pick up their orders.
However, whatever option shoppers choose, Thierry said that expansion of the service has to be profitable for Albert Heijn. He underlined this point by saying that although the retailer wanted to expand the reach of its delivery option into new areas – potentially including Drenthe, Friesland and Groningen – the step would not be taken until it could be done profitably.
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