ZAANDAM, THE NETHERLANDS - Tailoring the shopping experience to each individual consumer allows retailers to connect with their shoppers and make an impact on their spending. Ahold Delhaize is looking to improve that area of its operations through digital advertising with its latest move. The retailer has acquired a minority stake in the advertising technology company Adhese.

“Customers expect us to make shopping easier and improve their customer experience, for example, by providing digital and in-store services and promotions,” Wouter Kolk, Chief Executive Officer of Ahold Delhaize Europe and Indonesia commented. “The partnership with Adhese allows us to develop and accelerate digital advertising solutions for B2B partners that can scale with our brands and generate insights to help us strengthen our omnichannel offering.”

According to the release, Ahold Delhaize is committed to accelerating its investments in building scalable digital advertising capabilities so its brands can build deeper digital customer relationships, online and offline. Ahold’s investment in Adhese underpins this commitment to provide shoppers with seamless, highly tailored, and relevant customer experiences and promotions.

Ahold Delhaize’s local Dutch brand Albert Heijn will take the lead in the partnership with Adhese through AH Media Services.

“Through our own AH Media Services self-service platform, we already provide advertising positions in Albert Heijn, Etos, and Gall & Gall’s digital media like AH.nl and our apps. The stake in Adhese will accelerate further development of these attractive digital advertising opportunities,” Marit van Egmond, Chief Executive Officer of Albert Heijn, said. “We are proud as a food tech company to be at the center of developing this innovative digital service for a further rollout to Ahold Delhaize’s other local brands in Europe.”

Ultimately, this partnership will serve more brands in Europe in support of ecosystems to connect shopping experiences that offer customers more convenience, value, and relevance.

“With Ahold Delhaize and Albert Heijn as new partners, we get the opportunity to accelerate the realization of our innovative roadmap,” Tim Sturtewagen, Chief People Officer of Adhese, added. “Adtech is developing rapidly, and it is important for us to be able to stay at the forefront of technology to deliver powerful capabilities for advertisers and publishers. We now have partners on board that fully share this belief and that give us the space to build on this story with others as well. So, for both existing and new customers, this partnership is fantastic news.”

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Ahold Delhaize