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14
DELHAIZE GROUP ANNUAL REPORT 2013
STRATEGY
Differentiation through
innovation
The food retail sector operates in a competitive
environment. If a retailer wants to be noticed
by new customers and stay relevant to its
existing customers, it needs to develop and
maintain a unique and compelling business
proposition. It also needs to relentlessly ques-
tion and refine that offering. In other words,
as food retailers we need to continuously
innovate and try to be different.
Store Portfolio
Our store portfolio is an important lever in this
differentiation process.
High store density, which offers our
customers convenience, is without any doubt,
one of the most important elements of our
differentiation.
Having a range of different store formats
within this portfolio is also important. By
offering both convenience and breadth we
can succeed as a retailer in connecting most
effectively with our customers.
Delhaize Group was one of the first food retail-
ers to recognize this need and was already
developing different formats in the mid-sev-
enties to address different customer needs.
Today in Belgium, with the Shop & Go and Proxy
formats, Delhaize offers a solution for its on-the-
move and grab-and-go customer, while an
extended network of supermarkets is available
for customers looking for a more extensive
product range and expanded shopping
experience. For those customers who are more
time-constrained, the click and collect service
Delhaize Direct offers an online shopping
experience with easy in-store pickup. Finally,
for customers who may not be able to go to the
store, Delhaize Belgium offers the Caddy Home
service that delivers the ordered products to
the customer’s house. It shows the dedication
at Delhaize Group to be available for all its cus-
tomers. Delhaize Belgium even targets specific
customers, like wine aficionados, who can find
exclusive wines on delhaizewineworld.com and
people with pets, who can find everything they
need for their animal at Tom & Co.
GROWTH PATH MEGA IMAGE REWARDED
Mega Image opened 31 new
stores in 2011, 88 new stores
in 2012 and 103 new stores
in 2013 - for a total of 296
stores overall. This total store
count comprises 168 Mega
Image stores,127 Shop &
Go stores and one AB Cool
Food store. This extraordinary
growth trajectory has been
noticed. Two awards granted
to Mega Image confirmed
that the Romanian operating
company’s aggressive growth
strategy is on track to make
Mega Image the No. 1 choice
for Romanian customers
living in Bucharest. The
magazine Piate awarded
the company both for “best
development strategy” and
for “best retailer”. To earn
the best retailer status,
41.8% of suppliers voted in
favor of Mega Image - a
particularly impressive feature
considering that Mega
Image is currently ranked
only second in the Romanian
market.
A RETAILER NEEDS
TO DEVELOP AND
MAINTAIN A UNIQUE
AND COMPELLING
BUSINESS
PROPOSITION.
MEGA IMAGE
STORE EVOLUTION
13
296
11
105
10
72
12
193
Growth
Strategy