Ahold Delhaize seeks synergies in Albert Heijn and bol.com

Dutch supermarket chain Albert Heijn is testing selling part of its product range through online market place bol.com. Both are part of the Ahold Delhaize group, which hopes that both of its subsidiaries can profit from the cooperation.

“Small-scale test”

A small-scale test was done with two web pages: a page on bol.com offered free shipping for orders of 25 euros and more, but had a smaller range. The page also contained a link to the AH website, saying that complete range was available there. On the other hand, a similar page on the Albert Heijn website offered an extended range, but free shipping starting at 50 euros. On this page, the link said “If you want free shipping from 25 euros, choose bol.com instead.”

The test was part of an online survey by Albert Heijn, which featured questions about the range and interests in general. Spokesperson Anoesjka Aspeslagh said that new possibilities and concepts are regularly tested, but that does not mean that they are all actually realised. According to Roos Franssen, spokesperson for bol.com, this test was a very small-scale investigation.