Delhaize Aiming To Be Belgium’s ‘Preferred Retailer’

By Steve Wynne-Jones
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Delhaize Aiming To Be Belgium’s ‘Preferred Retailer’

Delhaize president Xavier Piesvaux has outlined his plans to make the banner the “preferred retailer in Belgium," on the back of strong first quarter results.

Piesvaux cited the brand’s “heritage, solid customer base, great locations and talented associates” as reasons behind the Ahold Delhaize-owned banner’s resurgence, however acknowledged that the retailer needs to adapt in the face of rising competition.

Renewed Positioning

"We are changing on several fronts, including a renewed positioning for the brand building on historical strengths, opening or refurbishing stores, focusing on quality, taste, health and convenience, and responding even better to customer needs,” he explained.

In the first quarter of its financial year, the business saw net sales rise by 5%, with comparable sales up by 4.1% - which in turn led to an increase in market share.

It recently launched a new brand positioning, ‘Better eating is at the heart of better living’, backed by a multimedia campaign that includes advertising, in-store marketing, social media and a number of interviews.


At the core of the new approach is Delhaize's commitment to offering healthier and more balanced food, which includes reducing sugar, fat and salt content in the group’s own-brand products.

"We want to improve the nutritional composition of these items while keeping the taste our customers love," Piesvaux explained.

Renovation Plans

Delhaize plans to renovate some 90 of its 760 outlets across Belgium this year, and will open 40 new stores, some of which will be built around new formats and concepts.

"Our ambition is to create a seamless omni-channel journey by providing the best locations along with the proper digital tools and platforms to meet customers' evolving needs, whether they are shopping in our stores or ordering food products online for pick-up or home delivery," he added. "Delhaize is ready for the future."

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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