Ahold Delhaize launches a unified app for the majority of its European supermarket chains. Albert customers in Czechia are the first to start using the new app, as of today.
Five brands, one app
Later this year, customers of four other Ahold Delhaize chains will join the unified and modular app. The Czech Albert chain is leading the way, taking the app into first use today. Next up are Delhaize (Belgium and Luxembourg), Maxi (Serbia), Mega Image (Romania) and Alfa Beta (Greece). Dutch market leader Albert Heijn will retain its own app.
The unified app is introduced to save costs, but it should also provide customers with a streamlined and improved shopping experience. Ahold Delhaize says it has optimised promotions, product lists and the checkout process after extensive user research into the shopping journey.
Scaling tech capabilities
Initially, Albert will still keep a separate app for its loyalty programme, but the two should merge later. Since the new app is modular, the different Ahold Delhaize can more easily share functionalities between them, such as the option to refer friends, loyalty programmes or quick delivery.
The app convergence project marks a pivotal advancement in Ahold Delhaize’s digital transformation journey, the company boasts. It should allow for rapid scaling of new features and innovations, reducing design, development time and costs, and even “set a new standard for retail innovation” through improved collaboration between the group’s European brands.
