Tuesday, May 01, 2007
Albert Heijn has scooped the (Re-)Connect Retail Award 2007. The supermarket chain came top in the Dutch ‘Trends in Retail’ survey.
The Trends in Retail’ survey is conducted annually by independent Dutch research agency TNS NIPO and commissioned by Capgemini. Sander van der Laan, Albert Heijn's Commercial Director: "We are delighted by the appreciation shown by our customers. The customer has been key to our policy for 120 years. Competitive pricing, the widest choice and good quality and service are our core objectives. But it's our staff that make the difference. As market leaders, we like to set trends, with new products and in terms of social themes like healthy eating and organic foods. The fact that our customers obviously value this policy, is something we consider to be a great compliment."
Improved image
In terms of attractiveness AH leads the way in capturing the customer feel, according to the survey. Consumers are stimulated by the advertising campaign starring a familiar supermarket manager in the lead role and AH is very successful when it comes to capitalizing on trends like organic produce. During the 2006 World Cup Soccer Albert Heijn's Wuppies campaign unleashed a veritable hysteria. Perfect examples of focussed campaigns and good service. In addition, the company has managed to improve its image in the eyes of its customers in terms of price, something that was once the store's Achilles heel. Albert Heijn is regarded as an organization that listens to its customers, that wants to know and understand its customers - in other words that stays close to its customers' needs.
Leading brand
The survey reveals that Albert Heijn has not only achieved its aims in getting customers into the store, but also in keeping them there. The AH customer has become a committed customer, one that keeps on returning thanks to the store's extensive, varied and constantly renewed assortment. It's a customer that's satisfied with the store image and the good service. AH's brand equity is now better than ever before. It is seen as a leading brand, with a premium character in a sector that is not by definition premium. And it does so at a price that in the customer's perception is no higher than that of its competitors.
(Source: press release Capgemini, April 27,. 2007)