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Ahold Delhaize
 In January 2018 Ahold Delhaize decentralized merchandising operations, establishing six (6) distinct US
Brands: Stop & Shop, Giant-Martin’s, Giant Food, Food Lion, Hannaford and Peapod, supported by a new
entity, Retail Business Services (RBS). The Brands became independently functional at the end of Q1, 2018
 Ahold Delhaize USA is a $43B company, with over 2,100 stores across 23 states and 12.5M shoppers/week
 Ahold Delhaize USA is led by CEO Kevin Holt, the former head of Delhaize America and Ahold USA
 Lead Merchants at Ahold Delhaize USA are: Peter Forrester SVP Merchandising, Hannaford; Geoff Waldau EVP
Merchandising, Food Lion; Mark Messier EVP Merchandising, Stop & Shop, John Ruane SVP Merchandising,
Giant-Martin’s; Tanya Herring SVP Merchandising, Giant; Spencer Baird SVP Merchandising, Peapod; Jeff Dichele
SVP Sourcing, Retail Business Services
2019 Developments:
 In January, Stop & Shop announced acquisition of Long Island grocer, King Kullen inclusive of their HQ.
 Stop & Shop continues to test merchandising initiatives in the Connecticut market, with the end goal of
applying successful findings to New York area stores in 2019. This is part of Stop & Shop’s brand refresh of
all 414 stores planned to take place over the next 5 years.
 Giant Food announced 2 new initiatives including opening of Giant Heirloom stores in the Philadelphia
market. As of February 2019 they have one (1) operational location.
 Since Ahold’s decentralization of operations last year, have seen several personnel changes & retraining of
new hires across brands.

RDD ASSOCIATES
Perishables Expertly Merchandised
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Ahold Delhaize (cont’d)


 Ahold Delhaize USA is positioning themselves as a “Selling Organization” (see below)…

Peapod, the 1st US


Each Brand online food retailer, In Store
Team owns through Home Activation
The Ahold
Category, Delivery and Click (formerly ISE), is
Becoming a Delhaize
pricing, & Pick-Up, is a outsourced to Digital
“Customer USA Brands
Local Marketing and major initiative, SAS. ISA does Activation
Centric” are looking
Brands Strategy, with transitioning not provide has become
Organization, for
with Local all decision shoppers to web Continuity a focus for
by putting innovative
Strategies rights for and mobile grocery Retail Coverage, 2019 for the
customers at ideas and
and Local Assortment, ordering. which is Ahold
the center of are open to
Teams Pricing and Leveraging this critically Delhaize USA
everything test
Promotional growing segment is important for Brands
that they do proprietary
strategy across key to winning in effective
concepts
all commercial the new omni- perishables
activities channel merchandising
environment

RDD ASSOCIATES
Perishables Expertly Merchandised
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“WINNING” at Ahold brands…


RDD’s keys to effective activation & merchandising
 Know, respect and react to Ahold timelines/deadlines, and be proactive whenever possible…
little flexibility to operate outside of their calendar framework
 Know and respect Ahold’s margin requirements by category, and build programs
accordingly… clearly address retail pricing targets upfront to ensure alignment and
compliance
 Design programs to participate across the portfolio of Ahold’s proprietary shopper programs
 Don’t dismiss Peapod…“click & deliver/pick-up” is growing and strategically important to
Ahold
 Consider “Ahold-exclusive” programming, with unique, localized merchandising solutions
 Leverage RDD/RSM leadership relationships to gain access to key players and elevate the
conversation
 Take an active and respectful training/mentoring role with front-line Ahold associates who are
working to build traction in their new roles or disciplines
 Understand Ahold ISA/ISE assessment & budget accordingly

RDD ASSOCIATES
Perishables Expertly Merchandised