EURO
10 million customers 90,000 associates 2,442 Stores
growth and strategic
strongly positioned as market leader
in the Dutch food service sector.
Albert Heijn: quality-driven growth
As market leader in The Netherlands,
Albert Heijn's operating results were
outstanding and the company is in good
shape to grow its market leadership posi
tion. At year-end, market share amounted
to 27.8%, a fraction less than the 1998
figure. Its comprehensive product range
was consistently fine-tuned to specific
customer requirements. The emphasis
was on quality and service, underpinning
the loyalty of the millions of Dutch
consumers who shop at Albert Heijn two
or three times a week. More than 80%
of sales were generated through the
Albert Heijn bonus card. Albert Heijn
Franchising put in another strong sales
performance in 1999.
600-r Operating results Europe
1995 1996 1997 1998 1999
in millions
During the year, Albert Heijn emphasized
its evolving brand philosophy, 'Taste the
Day'. This simple slogan focused on the
public at large and specifically on young
families. There were popular in-store food
tasting sessions providing relevant product
information and ensuring optimal store
appearance. Albert Heijn added organic
fruit and vegetables, fish and meat to
complement the wide variety of 'standard'
high quality products on offer. The impact
was most noticeable at Albert Heijn during
the December holiday season: it again
became clear that Dutch consumers
prefer to do their special shopping in
the ambiance of a store where they can
Excluding 453 Schuitema-affiliated stores
Royal Ahold Annual Report 1999
23
