Food Lion 2007 Annual Report Download - page 13

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Convenient
Stores
Delhaize Group strives to turn every shopping trip
into a pleasant and effi cient experience. To that
end, our operating companies continuously fi nd
innovative ways to speed up navigation through
the stores and checkouts. They invest in creating
in-store excitement: attractive décors, tasting
counters and information kiosks.
In 2007, Delhaize Belgium introduced several new
concepts aimed at offering customers an at-a-
glance overview of quick lunch opportunities. Food
Lion continued to fi ne-tune its Bloom and Bottom
Dollar concepts. Bloom’s
Breeze
TM technology helps
customers to easily fi nd products, related recipes
and nutritional information. Although a deep
discount store, Bottom Dollar welcomes customers
in a light-hearted, colorful environment.
Hannaford started a research and development
project at one of its new stores at the end of 2007.
The purpose of the project is to radically change the
in-store processes that characterize our industry
while improving the customer experience.
Health and
Food Safety
Offering customers safe products is a commitment
of Delhaize Group and its operating companies.
Every year, we reinforce quality and safety
guarantees. In 2007, Alfa-Beta launched a new
initiative to collaborate more closely with suppliers
on food safety. Our operating companies worked
on establishing crisis communication scenarios
and operational instructions as part of dealing
with food safety issues or potential pandemic
outbreaks, such as avian fl u.
Hannaford’s nutritional information system
Guiding
Stars
celebrated its fi rst birthday with excellent
customer reviews and results that show the system
increases customer loyalty. Within nearly one year
of its introduction, the customer’s awareness of the
system has reached a high 81% and over 40% of
customers confi rm they regularly use it. The result
is a visible shift in revenues towards “starred”
products, those with higher nutritional value.
Sweetbay introduced the system in 2007.
Hannaford continued the roll-out of in-store
pharmacies. More than 75% of the Hannaford
stores and 70% of the Sweetbay stores now
have one. At the end of the year, pharmacy sales
represented close to 10% of Hannaford revenues.
Pharmacy remains one of the fastest growing
categories at Hannaford and Sweetbay.
Delhaize Belgium introduced the concept of
The
Healthy Stroll
, where certifi ed dieticians advise the
customer on the nutritional value of products in
the stores. Delhaize Belgium also installed
Health
Check
devices to offer customers an opportunity to
do a quick check of their health.
DELHAIZE GROUP / ANNUAL REPORT 2007 11