Shopper Marketing - May 2016 - 53


tomers, so it is a way of life for Ahold, says Siquite some time now, and Simon's teams have
mon. Peapod adds a dimension other superto mind not just the store but the Internet and
market chains lack, he says. "Omnichannel is
ubiquitous mobile devices while also collaboallowing the customers to get what they want
rating with merchandising and CPG partners. A
how they want with no friction," Simon says.
fully armed Ahold shopper is signed up for its
"Anywhere from buying in-store to having it
loyalty program, increasingly run through not
delivered to picking it up to who knows what
a physical card but a mobile app dubbed My
the future holds. Omnichannel has come to be
Giant or My Stop & Shop. Those apps contain
expected by customers, and the brand that
a user's digital loyalty card, coupons, recipes
provides that frictionless experience for the
and year-to-date savings. The apps also link to
customers that allows them to get what they
either a Giant- or Stop & Shop-branded "Scan
need as soon as possible with little pain and
It!" mobile app that lets loyalty cardholders
save money is going to win."
scan as they shop for single-scan checkout.
"Ahold recognized very early
on that on our path to becom- " In the digital space today, you just can't
ing a great retailer in this counlet things lay for six months and hope
try you can't do without digital,"
it'll be OK. You have to continually come
Simon says. "We know customers rely on it and need it, but it's
out and excite the customers."
more than just something fun
To Simon, loyalty is integrated with digital
to do now. Digital is a tool used to make shopbecause loyalty derives from quality customer
ping easier, to save money and time, which is
service, affordability and solutions. Supermarwhere our brand is going.
kets no longer can rely on differentiating with
"Customers' lives are crazy, and whether you
in-person customer service, affordability and
have family or not, you have to eat. Grocery
time saving; all of those qualities have to be
shopping is such a core element of someone's
available away from the store as well. "Digital is
life, and the role Ahold plays is more than just
a way to drive loyalty," Simon says. "It's not one
a store to shop at. We can provide ways to save
or the other, it's them working together. The
money, and that money can go to other places
point system is a part of that but it's beyond
to help the family."
that. We know our best customers love us for
Simon's teams are focused on serving the
certain things - their Giant, their Stop & Shop.
customer and believe that while innovation is
Great products at the store, great price, great
crucial, so is improving established tools and
service ... that all drives loyalty.
programs. Customer feedback is taken seri"In the digital space today, you just can't let
ously, he says. "Sometimes the biggest gains
things lay for six months and hope it'll be OK.
are making what you have work better," Simon
You have to continually come out and excite
says.
the customers."
Omnichannel is a way of life for Ahold cusMAY 2016 SHOPPER MARKETING y

53



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
Shopper Marketing - May 2016 - 52
Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
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Shopper Marketing - May 2016 - 60
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Shopper Marketing - May 2016 - 63
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Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
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Shopper Marketing - May 2016 - 142
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