Food Lion 2003 Annual Report Download - page 11

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9
Delhaize Group’s companies continue to focus
on value. Food Lion used a part of the cost
savings it realized in 2003 to reinforce its price
position. Delhaize Belgium lowered the shelf
prices of 2,750 products in 2003, in line with its
Everyday Fair Price position. In Greece, Alfa-
Beta also decreased its price level. Private la-
bel products play a prominent role in the value
proposition of all Delhaize Group companies. In
2003, Delvita increased its private label offering
from 100 to 500 products. At Delhaize Belgium,
private label products represent more than
32% of total sales. At Food Lion, Delhaize Bel-
gium and Alfa-Beta, the loyalty card continues
to play a key role in rewarding and targeting
frequent customers.
c l ea r
pr ic e
po s i t io n in g a t t r a c t iv e
l a yo u t
s t o r e
Delhaize Group wants its customers’ shopping
experience to be easy and enjoyable. This is
accomplished with convenient locations, a
well-planned store layout, attractive product
presentations and quick checkout. In 2003,
Food Lion remodeled its stores in the Raleigh,
North Carolina market to make them more
appealing to customers. To answer the needs of
time-pressed urban customers, the European
companies of Delhaize Group developed a
common European City format, focusing on
quick shopping and convenient products. The
first stores of this format have been opened in
Brussels, Aachen, Athens and Prague. In 2003,
Alfa-Beta was the first Greek retailer to offer
self-scanning.
Food Lion customers can save
money by using the MVP loyalty card.
Food Lion’s Raleigh
remodelling program featured
fresh products in a convenient
and attractive store format.