Shopper Marketing - May 2017 - 30
"We've got the omnichannel capability and we're trying to
figure out how to make all the channels [including Peapod]
work together under a single customer hierarchy."
Amy Hahn, SVP, Ahold USA
likeminded buyers. The old ways of marketing
to shoppers no longer work.
"We've seen the world move from the
Boomers, who were in that age of mass communication, to the Millennials and Gen Z's
looking for one-to-one communication,"
Since Royal Ahold and Delhaize Group
merged in July 2016, the new Ahold Delhaize
has been working on using the strengths of its
various banners and brands to best appeal to
the 100 million U.S. shoppers it serves. "Everybody has a patchwork of capabilities," Hahn
said. "It's a really exciting time and a great opportunity for the company to bring all these
brands together to get those capabilities embedded in all the brands we've got."
One of the capabilities the retailer has been
focusing on is e-commerce, which is now
growing faster than brick-and-mortar across
the industry. Hahn said retailers must be where
the consumer is when she wants to buy, so
Ahold Delhaize is working to expand its Peapod grocery delivery service to new markets,
since it currently only covers 40% of their territory. The retailer has found that shoppers who
use Peapod and shop at an Ahold store spend
twice as much.
"We've got the omnichannel capability and
we're trying to figure out how to make all the
y SHOPPER MARKETING MAY 2017
channels work together under a single customer hierarchy," Hahn said.
Ahold Delhaize has examined many of the
new technologies coming to retail - including near-field communication payments, augmented reality and digital assistants - but
decided that its greatest opportunity lies in
mastering personalization. "There's a lot of
things that have to come together, but by leveraging technology and providing great and
increasingly customizable content, it's possible," Hahn said. "We have to create approaches
that really keep the customer in the driver's
seat. We have to market responsibly."
Ahold Delhaize is using loyalty data from its
15 million active cardholders to get to know
each shopper and give her the most relevant
information and offers. The retailer also plans
to launch a loyalty card at its Hannaford banner to add to its data, which it uses to send
regular emails that deliver relevant digital coupons, which in turn encourage shoppers to
download the chain's mobile application. The
emails also highlight items in the weekly circular based on shopping history.
"It's a huge, huge opportunity for us," Hahn
said. "Every day we're marrying marketing and
The personalization isn't just digital. The
retailer launched a "Your Best Loved Brands"