Increasing customer" loyalty (continued)
Transferring best practices in
customer insight across continents
Ahold Annual Report 2012 19 Ahold at a glance
Our strategy
Our performance
Governance
Financials
Investors
Teams from Ahold USA and Ahold Europe have been working
closely together over the past year to share knowledge and further
develop the way we build customer loyalty and offer our customers
more of what they want and need. One important focus area in
2012 was the transfer of best practices in applying customer insights
from our U.S. businesses to Ahold Europe.
In addition to meeting regularly to share knowledge with U.S.
counterparts, in 2012 our European customer loyalty team started
working with the same analytics partner that has helped Ahold USA
develop best-in-class methods for analyzing customer data and
turning it into insights. They are building segmentations that help
them analyze shopping behavior and better tailor their offering to
customers. The European team is able to rapidly implement tools
that use insights to help category management teams make
decisions about pricing, promotions and assortment, using
knowledge from their U.S. colleagues. In 2012, they performed
detailed analyses on categories including fruits and vegetables,
deli cheese and wine, to find out how customers shop in these areas
and develop strategies to meet customer needs.
The ability to work together across continents is helping us to
continue to provide our customers with a better, more relevant
offering and value proposition, everywhere we operate.
For more information
on this topic, watch a
L video case study A
