16 271
880
+28
4.9 B
Mi mo dB
M
(TS
Performance
Supermarkets - Delhaize
Affiliated supermarkets - AD Delhaize
Affiliated convenience stores -
Proxy and Shop Go
Ml Tom Co
Low-cost low-price supermarkets -
Red Market
Everything for your pet stores -
Tom Co
associates
stores
net new stores
revenues in 2014
USING INNOVATION TO
PROVIDE CUSTOMERS THE
BEST SHOPPING EXPERIENCE
Delhaize Belgium posted revenues of €4.9 bil
lion in 2014, compared to €5.1 billion in 2013,
as a result of comparable store sales evolution
of -3.5%, partly offset by network expansion.
For the full year, Delhaize Belgium's market
share decreased from 25.5% in 2013 to 24.7%
for 2014.
With 147 company-operated supermarkets,
Delhaize "Le Lion" is the leading supermarket
banner of Delhaize Group in both Belgium
and Luxembourg. The strengths of Delhaize
"Le Lion" are its range of high quality and
affordable products, its broad private brand
assortment with both innovative and low price
items, and its emphasis on customer service.
AD Delhaize is a supermarket banner operat
ing stores similar in format to those which are
company-owned under the Delhaize "Le Lion"
banner. The AD stores are owned and run by
independent owners. These independently
operated stores, 218 in 2014, are on average
smaller than the average company-operated
supermarket.
Proxy is a convenience store format with a
focus on fresh products and private label
assortment with 234 stores (three of which are
operated by the Delhaize Group) in Belgium
and Luxembourg. The 125 Shop Go format
stores are small and convenience-oriented
and are mainly co-located with gas stations.
They target customers with high expectations
on proximity, convenience, speed and longer
operating hours.
KEY FIGURES (AS OF DECEMBER 31, 2014)™
nruuirr
&go
147
218
234
125
13
143
1 930
1 135
515
145
1 300
500
20 000
13 000
8 000
3 000
6 000
6 500
An explanation of the icons used in the legend can be found in the Glossary,
Red Market discount food stores are concept
stores that combine high quality products,
private as well as national brands, new
technologies, and an ease of shopping with
helpful associates and very low prices. There
are 13 Red Market stores.
Tom Co is the leading pet food chain in
Belgium. The 143 stores sell pet food, pet care
products and services, and accessories for
pets.
Delhaize Belgium was the first food
retailer in Belgium to launch a project
using Beacon technology in the
supermarket. Beacon technology beams
promotional offers via Bluetooth to
smartphones, which customers can
use immediately. A test of this Beacon
technology was launched in 10 Delhaize
supermarkets in the summer of 2014.
Based on customer feedback, the
Beacon project will be rolled out on a
larger scale in Belgium.
