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Ahold Delhaize US Counterparts Announce New Brand Strategy

Published on Feb 7 2017 10:00 AM in Supply Chain tagged: Trending Posts / Ahold USA / Delhaize America

Ahold Delhaize US Counterparts Announce New Brand Strategy

The American counterparts of European retailer Ahold Delhaize have announced a plan to strengthen their brands, including the creation of the Retail Business Services LLC entity.

Led by president Robert Wheeler, the company will 'leverage its scale to drive synergies and best practices, as well as provide industry-leading expertise, insights and analytics' to Ahold USA and Delhaize America, according to a statement.

Retail Business Services LLC will also offer financial and legal services, IT support and not-for-resale procurement, as well as commercial support.

The Stop & Shop, Giant Foods, GIANT/MARTIN’S, Peapod, Food Lion and Hannaford brands will benefit from unique commercial strategies, adapted to local markets with resources such as marketing teams, as well as merchandising and pricing support.

“Positioning the Ahold USA brands to be even closer to their customers will not only help them deepen their connection in their local communities and win in their markets, it will ensure that associates have exciting and rewarding opportunities to make meaningful contributions to each brand’s success,” said Kevin Holt, chief operating officer of Ahold USA.

"[The changes] will further strengthen Food Lion and Hannaford's strong brands," added Frans Muller, acting interim CEO of Delhaize America. "The brand-centric structure will enable our Food Lion and Hannaford associates to build even stronger relationships with existing customers and communities in the markets they serve, and win new customers to grow their businesses."

'Brand-Centric Strategy' 

The revamped brand strategy also includes combining Ahold USA's Stop & Shop New York Metro and Stop & Shop New England divisions into one brand entity. Having a single Stop & Shop organisational structure will enforce the brand and improve service to customers, the company said.

The 'brand-centric' structure should be in place by 2018. Upon its completion, Greg Amoroso will become executive VP and US CFO of Royal Ahold Delhaize.

Ahold USA operates four regional divisions in the US that run 780 supermarkets with 115,000 employees in 14 states and the District of Columbia, as well as the Peapod e-commerce grocery and delivery service.

The operations of Delhaize America include the Food Lion and Hannaford brands, with more than 1,200 stores along the East Coast. It has a presence in 16 states and a staff of more than 96,000.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up for ESM: The European Supermarket Magazine.

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