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Presentation Windesheim

Presentation Windesheim. Virrat 2008. Welcome. Stefan Hazelhekke Jos Pijnaker Maarten Hillebrand Emile Sieders. Content. History Ahold Media & Communication Strategy Customer Relationship Managment (CRM) The Sears model CRM-Tools Customer strategy of Albert Heijn Albert.nl

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Presentation Windesheim

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  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) Today’s 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

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