Ahold Delhaize has taken a stake in Adhese, Belgian specialist in digital advertising technology. The platform will strengthen Albert Heijn and Delhaize‘s omnichannel offerings and generate additional revenue.
Digital advertising opportunities
Promotions and ads tailored to each customer, a seamless online shopping experience and deeper insights into shopper behaviour: that is the promise of the innovative ad platform Adhese in which Ahold Delhaize is taking a minority stake. The retailer is accelerating its investments in scalable digital advertising capabilities to build deeper customer relationships, both online and offline.
“Customers expect us to make shopping easier and improve their customer experience, for example by providing digital and in-store services and promotions,” said Wouter Kolk, CEO Ahold Delhaize Europe & Indonesia. The partnership with Adhese will contribute to an enhanced omnichannel offering.
Retailers become media
Albert Heijn will take the lead in the project through its AH Media Services division, with Delhaize coming later, followed by other local chains of the group. Indeed, in the Netherlands, Ahold Delhaize already offers advertisers a high-performance self-service platform for the digital channels of Albert Heijn, Etos and Gall & Gall. The cooperation with Adhese will accelerate the development of additional opportunities, says CEO Marit van Egmond.
Retail media are booming: advertising is an important source of revenue for retailers. Sector peer Carrefour, for example, launched the digital advertising platform Carrefour Links a year ago in collaboration with Liveramp, which allows advertisers to set up targeted online activation campaigns based on real purchase data, as well as to measure the exact impact of those media investments.