Belgian-Dutch retailer Ahold Delhaize is creating new cross-selling opportunities by allowing customers to use the same digital profile across two of its major outlets.
The initiative will bring together the online channels of Albert Heijn, the largest physical and online food retailer in the Netherlands with those of bol.com, which sells a range of general goods such as books, toys and electronics.
Registered customers of general retailer bol.com will now be able to sign into Albert Heijn’s online platform through the same account.
The two brands will also operate a combined subscription model for their delivery services: new subscribers to Albert Heijn’s home delivery service AH Bezorgbundel will get a free subscription to bol.com’s Select service.
In addition, the two retailers will allow customers to shop through the Dutch Google Assistant.
"Many Albert Heijn customers frequently shop at bol.com and vice versa so these new features will make their shopping experience even more seamless and convenient," said Wouter Kolk, Ahold Delhaize CEO Europe and Indonesia. "I’m excited about these joint initiatives, as we continue to create an even better retail ecosystem for our customers."
Across Ahold Delhaize’s Netherlands operations, which includes Albert Heijn, Etos, Gall & Gall and bol.com, sales in the first half of 2018 were €6.75 billion, down slightly from €6.8 billion in the equivalent period last year.
The company will outline more details of its eCommerce strategy at an investor day on 13 November. Earlier this year, Albert Heijn launched a number of “value-added” online services, including an online tool that allows loyalty card holders to view the nutritional content of their purchases and suggest healthier products.
The retailer is also testing grocery delivery using smart door locks, allowing customers to grant access to their homes and even their refrigerators.
Image credit: Ahold Delhaize