Ahold Delhaize Announces Unified App Launch Across European Brands
Ahold Delhaize celebrates the collaborative efforts of five of its European brands’ digital experience and IT teams, who have successfully executed an app convergence project. This strategic endeavor has yielded a unified, modular app framework aimed at enhancing the shopping journey for customers across various regions. The brands benefiting from this initiative include Albert in the Czech Republic, Delhaize in Belgium and Luxembourg, Maxi in Serbia, Mega Image in Romania, and Alfa Beta in Greece.
The rollout of the converged app experience commences today with the launch on Albert’s platform, with subsequent launches planned throughout 2024. Customers can expect a more seamless shopping experience characterized by improved usability and a consistent visual identity. These enhancements are the result of extensive user research conducted throughout the shopping journey. Notable improvements include optimized promotion displays, streamlined product lists, and simplified checkout processes, all geared towards providing greater convenience and value to shoppers.
By adopting a modular approach, brands can easily share functionalities such as referral programs and loyalty incentives with each other. This not only fosters collaboration but also enables the swift implementation of new features and innovations. The app framework, developed on ReactNative, ensures cross-platform functionality across iOS and Android devices, facilitating rapid scaling while minimizing development costs.
The success of this initiative underscores Ahold Delhaize’s commitment to advancing its product and tech capabilities while optimizing operational efficiency in the European market. Close collaboration among the participating brands, digital experience, and IT teams, along with external partners, has been instrumental in achieving this milestone.
With today’s launch on Albert’s platform, the app primarily serves as a tool for online shopping, particularly for larger weekly purchases. Concurrently, Albert continues to operate its loyalty program through the locally built Muj Albert (“My Albert”) app. As part of its omnichannel strategy, Albert plans to integrate both apps into a single customer interface, further enhancing the shopping experience.
In summary, Ahold Delhaize’s app convergence project signifies a significant stride in its digital transformation journey. The modular design not only ensures security and flexibility but also sets a new standard for retail innovation. By harmonizing the digital shopping experience across its brands, Ahold Delhaize aims to elevate customer satisfaction while driving business growth. Stay tuned for upcoming launches on Maxi and Delhaize platforms, as we continue to innovate and enhance the retail landscape.
