Ahold Delhaize CEO: Personalization Key To Future Gains

At the Ahold Delhaize annual general meeting of shareholders, company CEO Dick Boer said that personalization, product pick up and delivery are going to be key factors driving operations forward.

Boer told the meeting, “Customers need to be able to decide for themselves when and where they go shopping. Whether we are talking about pick-up points, home delivery or shopping in the store.”

Personalization is a factor that ties everything together and not only in terms of providing multiple ways of shopping.

“Discounts and special offers need to be relevant and preferably as personal as possible,” Boer said.

Ahold Delhaize online-generated sales are growing, he noted, and the company expects them to almost double from 2017 to 2020, reaching $6.19 billion, across the company’s network of operations in the U.S. and Europe.

In the U.S., Ahold Delhaize has entered the voice shopping arena with Ask Peapod, a new service where customers can place their orders with the home delivery retailer just by talking. For its pick up program, the company has developed a click and collect service for Stop & Shop supported by Peapod, and added more pick-up points for Hannaford To Go.

Along with private label and loyalty programs, Ahold Delhaize plans to expand its online personalized initiatives to encourage consumers to shop.