Food Lion 2009 Annual Report Download - page 27

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23
Out-of-Store Customer Tools
Digital platforms provide our banners with a unique
ability to connect with customers. Through this ”virtual
shelf space,” we offer a wide product selection and
in-depth product information. Consumers increasingly
shop online ; they like the ease of filling up their grocery
cart at the click of a button, anytime, anywhere.
Hannaford launched
MyHannaford
, a web-
based application that invites shoppers to create a
customized shopping list based on their favorite store
and food preferences.
MyHannaford
presents many
new features, including the use of the
Guiding Stars
nutritional rating system, as a way to go ”beyond”
Guiding Stars
to help shoppers find foods that meet
their unique nutritional or dietary needs. Customers
can create, save, send and access their own grocery
list in a variety of innovative and convenient ways.
Bloom is also planning to offer its customers online
shopping services, including online ordering and
in-store pick-up.
Towards the end of 2009, Food Lion and Harveys
began offering printable coupons online. Bloom
and Bottom Dollar Food will do the same in 2010. All
four banners will transition to digital coupons by the
end of 2010, enabling customers to upload coupons
electronically to their loyalty card. These coupons
will be automatically redeemed when customers
purchase the product at one of the stores.
Word-of-mouth recommendations, communicated
through the latest technologies and media such
as the Web, mobile devices, bloggers and other
social networks, have rapidly gained importance.
Consumers’ decisions on what food products to
buy often depend less on advertising and more
on advice received through social networking and
electronic tools. Our U.S. banners distribute targeted
savings messages using these channels.
On the other side of the Atlantic, Delhaize Belgium
started to offer online shopping with the introduction
of
Delhaize Direct
. Using the service, customers can
order groceries online and pick these up at the store
the following day. The first results of this new service
are encouraging and the objective is to equip 100
stores with this service by the end of 2012.
> Generate Profitable Revenue Growth > Pursue Best-in-Class Execution > Operate as a Responsible Corporate Citizen
DELHAIZE GROUP AT A GLANCE
OUR STRATEGY
OUR ACTIVITIES IN 2009 CORPORATE
GOVERNANCE STATEMENT RISK FACTORS FINANCIAL STATEMENTS
SHAREHOLDER INFORMATION
100
stores with
Delhaize Direct
Service by 2012.