Food Lion 2004 Annual Report Download - page 11

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DELHAIZE GROUP  ANNUAL REPORT 2004 9
Delhaize Group continues to develop its store
formats to provide customers with an attrac-
tive shopping experience. This includes easy
access, a convenient store layout, an attrac-
tive atmosphere and a hassle-free checkout.
Food Lion considered all these attributes
when renew ing its complete Charlotte, North
Carolina market, building on the experi-
ence from the successful market renewal in
Raleigh, North Carolina market in 2003. The
company also opened its fi rst fi ve Bloom
stores, taking convenience to the next level.
In Florida, Delhaize Group opened its fi rst
Sweetbay Supermarket stores, a new concept
based on culinary delight and a great shop-
ping experience. Other companies continued
to invest in the further development of their
existing store formats.
“ 365” , the European brand of
quality basic products priced
in line w ith the markets’ hard
discounters.
In the TableTop Circle®,
located next to the
entrance of the store,
Bloom customers
can find high-volume
convenience items such
as milk, bread, eggs and
soda, as well as frozen
and chilled meal solution
offerings.
ENTICING STORE
LAYOUT
COM PETITIVE
PRICE POSITION
Delhaize Group’s operating companies main-
tained their focus on offering products at com-
petitive prices. In 2004, Alfa-Beta low ered shelf
prices on 2,300 items. The U.S. companies of the
Group continuously monitor competitive pricing
in order to assure their attractive price position.
The companies of Delhaize Group use private
label products to reinforce their value proposi-
tion. In Belgium, private label sales account for
more than 33% of total sales. In 2004, Delhaize
Group’s European businesses launched “ 365” , a
new private-label range of low-price basic prod-
ucts. Loyalty cards continue to play a key role in
the value offerings at different operating compa-
nies. Throughout the Group, there are more than
13 million active cardholders. Alfa-Beta rein-
forced its loyalty program by offering AB Visa,
a credit card that rew ards customers each time
they use it.