Presentation Windesheim

1
Presentation Windesheim

• Virrat 2008

2
Welcome

• Stefan Hazelhekke
• Jos Pijnaker
• Maarten Hillebrand
• Emile Sieders

3
Content

• History
• Ahold
• Media Communication
• Strategy
• Customer Relationship Managment (CRM)
• The Sears model
• CRM-Tools
• Customer strategy of Albert Heijn
• Albert.nl
• TV-commercials

4
History

• Albert Heijn since 1887
• Ahold since 1973
• 3400 Shops in Europe and USA
• Succesfull slogan
• Biggest supermarket Albert Heijn is your
  insurance for small prices

5
Ahold

• Ahold since 1973
• 800 Supermarkets in Holland
• Albert.nl, webshop
• Gall Gall, liquid stores
• Etos, general stores
• Schuitema, distibution center
• Participate in ICA AB, Scandinavion company
• 165.000 Employees
• Profit 915 million euro

6
Media Communication

• Best campaign Biggest supermarket Albert Heijn
  is your insurance for small prices launced in
  1981
• They use campaigns between 8 and 12 years
• Last campaign Just normal, at Albert Heijn

7
Strategy

• Ahold
• - invest 500 million euro for a new positioning
• Sell distributioncenter Schuitema
• Close low-profit stores
• Albert Heijn
• Serve their consumers better (Albert.nl)
• AH ToGo Small shops, Famous Brands, No waiting

8
Customer Relationship Managment (CRM)

• Todays customers are becoming harder to please.
  They are
• More price conscious.
• More demanding.
• More competitors with equal offers approach them.

9
The Sears model
10
CRM-Tools

• Air Miles
• Bonuscard
• Cartoons
• Discount mail
• Mystery Shopping

11
Customer strategy of Albert Heijn
12
Albert.nl

• Internet
• Online Supermarket (Albert.nl)
• CRM thought