Grocer Delhaize is collaborating with sister brand bol.com in Belgium by sharing store space and conducting joint marketing activities.
Customers of bol.com will be able to order goods online and collect them in 63 Delhaize stores across Flanders. The service, which has already been piloted in the Antwerp region, will start operating in September.
The two brands will also collaborate on an online promotion later this month that will aim to encourage each one’s customers to shop at the other.
Customers that spend more than €75 on Delhaize.be will receive a €10 digital gift card for bol.com, while those who spend the same amount on the latter will receive a €10 code for the former.
There will be another joint promotion later this year which will see a gift guide published by bol.com distributed at Delhaize’s Belgian stores.
Ahold Delhaize wants to double its online sales between 2018 and 2021. Part of its strategy has involved cross-selling between different brands. For example, registered customers of general retailer bol.com are now able to sign into Albert Heijn’s online platform through the same account.
The two brands 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.
The Ahold Delhaize group recently explored cross-selling opportunities for its other grocery brand Albert Heijn, surveying customers on whether to sell its assortment on bol.com.