Albert Heijn Invests in Customer-Driven IT

June 9, 2009

Albert Heijn, the Dutch supermarket chain in the Ahold group, is investing in consumer driven IT including self-scanning and electronic payment.

Speaking at the recent CIES IT Conference in Amsterdam, Marijn Fillekers, project manager IM architecture and planning at Albert Heijn, revealed how latest developments were driven by the company, new technologies and shoppers.

Fillekers told delegates Albert Heijn, which has a 31.3% market share and turnover of Euro9bn in 2008, has four innovation principles:

• Just do it
• Step by step
• Experience it
• One thing leads to another

Fillekers said Albert Heijn has conducted several innovation trials and it learns from experience.

Albert Heijn: investing in consumer-driven IT

“Test in a regular, live store,” said Fillekers, “and if it doesn’t work take it out.”

Two of the latest retail technology trials include Tip2Pay fingertip payment technology.

“It is a loyalty card on a finger, without a pin code,” said Fillekers.

Mobile shopping including self-scanning and self-payment via mobile phones is also being trialled by the retailer.

Fillekers said this brought benefits for the customer and retailer alike.

“For the customers there is no more queuing at the checkout,” Fillekers said. “Your phone is your checkout.” The technology also improved the shopping experience and flow and there is no waste paper from digital receipts, Fillekers added.

The retailer, meanwhile, benefits from increased space and dealing with less cash.

The self-scanning technology is also able to incorporate an allergy check with customers receiving an allergy warning when they scan to item to which they are allergic.

“Albert Heijn’s innovation approach is paying off,” said Fillekers. “It connects and creates an open community.”

Fillekers advised delegates to execute many, small trials and “let the customer guide you”.

“Learn to understand the customer’s future needs and maximise customer added value,” Fillekers concluded.