albert heijn media services - iab nederland · instore media digitale schermen instore media...

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Albert Heijn Media Services

1994-2001

1998 Amazon announces to go ‘beyond books’

This is no chicken and egg problem: clearly the internet

and online sales came first. But these days, it’s hard to

tell whether Amazon grows larger as the internet and

online sales do, or if the internet and online sales grow

larger as Amazon does.

46.7% of US internet users starts product searches on

Amazon compared with 34.6% who went to Google first.

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The game has changed..So did retail landscape

FMCG

NON-ENDEMICS

MEDIA BUREAUS

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Which assets does Albert Heijn have to

become a publisher?

Companies best positioned to monetize their customer base through advertising will have quantity and quality of first-party customer data, heavy traffic volume & an advertising stack.

16Mshoppers

3M

4MRegistered cards

3M

12MOTS DOOH

110K

Heavy traffic volume

visitors

App users

Orders

Advertising stack First party data

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Albert Heijn Media Services

Publisher

Media strategy

Retailer▪ Qualitative reach incl first party

shopper data & shopper profiles.

▪ Quantitative reach

▪ Connected to Themes (EK, BBQ,

Back to School..)

▪ Every campaign starts with

client brief

▪ Combining data &

creativity = Creative

Kitchen

▪ Shopper insights &

analytics team

▪ Performance reports

including sales data

▪ Owned media • Print (Allerhande)

• Digital Out of Home

• Online ((programmatic) display,

search, sponsored products)

• Instore (demonstrations, instore

media)

• Loyalty (targeted brand

communication)

Sweetspot

How retailers meet market demands

DemandsTransparancy

BrandsafetyRelevant content

WishesMoment marketing1:1 marketingPerformance

Emma gets inspired at

Allerhande.nl. She lives a

healthy & conscious life.

Every week Pete comes to this

store to get his personal offers.

He is a category driven shopper

Mary is a convenience

shopper. She orders 80% of

her shopping online.

Robert is buying his

vegetables today, the

rest of his groceries he

will buy online (always on

Thursday)

X X

l’Or

Target Group

• Higher income, age 30-45

• Enjoying the good life and

appreciating good coffee

• Love to cook.

Precision marketing at Albert Heijn Media Services

▪ Consumers

▪ Who bought Coffee

Capsules in the last 52

weeks

▪ Didn’t by coffee at AH at all

(but within segment Shop

Style ‘Genieten’) +

Nespresso store nearby.

▪ Searched for Nespresso at

AH.nl

Albert Heijn shoppers

randstedelijk

bierkopers

0% kopers

Heineken 0% kopers

Albert Heijn shoppers

interesse food

AH Winkel(winkel profiel, locatie,

prod. Sales profiel koper)

(Deel)

categorie koper

Potentiële

product koper

Product kopers

Albert Heijn media AH.nl media

Allerhande

Digitale schermen

Instore media

Digitale schermen

Instore media

Demo’s

Sampling

Persoonlijke bonus

Schap communicatie

Persoonlijke bonus

Persoonlijke bonus

Extended reach

Display bannering AH.nl

Allerhande

Online Nieuwbrief

Online sampling

Display bannering AH.nl

Online sampling

Display bannering (audience)

Bannering categorie pagina

Searchbannering

Display bannering (audience)

Bannering categorie pagina

Searchbannering

Display bannering (audience)

Retail targeting – van shopper tot specifiek productkoper

Questions, contact or coffee?

Anne van Haeften

Director Advertising

Anne.van.haeften@ah.nl

#316 2026 8205