Increasing
customer loyalty
Broadening
our offering
30
Our strategic pillars (continued)
Our progress in 2013
Our progress in 2013
Ahold at a glance
Our strategy
Our performance
Governan
Financials
Investors
Ahold Annual Report 2013
K Albert Heijn launched a new Bonus Card,
distributing around seven million cards to
customers by year-end. Two million customers
activated their cards to receive personal offers
in 2013.
K Ahold USA introduced a new pharmacy
loyalty card and opened new, already
popular "Fast Care" health clinics in Giant
Carlisle stores.
K The Ahold USA divisions delivered 270 million
unique personalized coupons to customers.
K All our businesses improved their Fresh
offering. Ahold USA continued its "Best in
Fresh" program, Albert Heijn revamped its
cheese, deli, meat and poultry departments,
and Albert launched new communications
highlighting its Fresh products.
K Albert Heijn Belgium received the highest
customer appreciation score from GfK, while
Albert Heijn's XL format again proved most
popular among Dutch customers according
to GfK's Summer Report.
K Albert Heijn provided cooking inspiration,
instruction and recipes at customers' fingertips
with its new Allerhande app.
K Bol.com was added to the Air Miles points
saving program in the Netherlands:
customers can redeem their Air Miles points
to buy products from bol.com
K We are using our customer insights to
optimize our pricing and assortment decisions
globally; we ran various pilots at our brands
based on these insights in 2013.
Online
Own brands
K Ahold's online business delivered strong
double-digit sales growth.
K Ahold opened 126 new grocery pick-up
points in the U.S. and Europe, for a total of
137, and over 700 bol.com non-food pick-up
points in Albert Heijn stores.
K In its first full year as part of Ahold, bol.
com delivered the strongest growth year
in its history. Bol.com launched next-day
delivery; successfully expanded into new
categories including pets, leisure, homeware
and furniture, and gardening and DIY; and
recorded record growth in Belgium and its
Plaza division, which enables partners to sell
through bol.com.
K Albert.nl1 doubled the number of products
available online and expanded its geographic
reach. Albert.nl1 now serves 70% of Dutch
households with home delivery.
K Ahold USA opened a digital innovation
center, Peapod Propulsion Labs, in downtown
Chicago. This state-of-the-art technology
hub will lead innovation to serve both our
supermarkets and peapod.com.
1 As of January 1, 2014, the albert.nl brand is part of Albert Heijn's
online offering at www.ah.nl
K We are on track to reach 40% own-brand
penetration in the U.S. by 2016, helped by the
strong performance of the Nature's Promise
brand and expansion of the Simply Enjoy
brand. Albert Heijn successfully launched its
AH BASIC value-focused own brand and
rolled out 400 products. Albert in the Czech
Republic introduced a new meat range called
Butcher's Counter.
Formats
K AH to go in the Netherlands was redesigned
with encouraging results. To date, 12 stores
have been remodeled, with more to follow
in 2014.
K Gall Gall delivered another strong year,
helped by a new, innovative presentation
of wine and whiskey - by taste - which
made it easier for customers to choose their
favorite products.
