Ahold Delhaize Forms Peapod Digital Labs

Ahold Delhaize USA has created a new division, Peapod Digital Labs, which will drive digital and e-commerce innovation, technology and experience to meet the changing needs of customers under all of its local supermarket brands.

JJ Fleeman has been named president of Peapod Digital Labs and chief e-commerce officer. Fleeman most recently served as evp/commercial services and strategy for Ahold Delhaize USA’s newly established support services company, Retail Business Services. Prior to that, Fleeman was chief strategy and development officer for Delhaize America.

Peapod Digital Labs will accelerate growth in digital and personalization capabilities for the local supermarket brands of Ahold Delhaize USA and will serve as the innovation lab for the U.S. portfolio of companies. It will also oversee the online grocery retailer Peapod.

“We are excited about this new company, which will serve as the engine that powers our U.S. e-commerce and digital strategies,” said Kevin Holt, CEO, Ahold Delhaize USA. “As one of the largest grocery retailers and a market leader in home delivery on the East Coast, the great local brands of Ahold Delhaize USA have a strong heritage of innovation. The creation of Peapod Digital Labs and appointment of JJ to lead the new company and serve as chief e-commerce officer will enable us to sharpen our focus on leveraging the size and scale of the U.S. brands to provide customers with a personalized and effortless shopping experience.”

The company said it will build out Peapod Digital Labs in the coming months and expects to have the new organization fully operational by year-end.