Ahold s online strategy and ambition. Hanneke Faber. Chief Commercial Officer

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1 Ahold s online strategy and ambition Hanneke Faber Chief Commercial Officer 1

2 Contents Retail landscape Ahold s online strengths Ahold s online strategies for growth 2

3 Contents Retail landscape Ahold s online strengths Ahold s online strategies for growth 3

4 Digital developments impacting retail landscape Age of transparency Price / value Food integrity Technology advances / Moore s law 4

5 Predicting what s next in tech can be perilous 5

6 Online market growth will continue Close to 20% of general merchandise sales expected to be online in % of food sales expected to be online in 2020 General merchandise Advanced shift Food Emerging shift 18% 19% 11% 8% 14% 4% 1% 1% 1% 3 4% 4 5% Source: combination of McKinsey, Euromonitor, Forrester, Ahold research 6

7 Customer expectations are increasing rapidly Delivery times Same / next day Delivery fees Decreasing tolerance for fees, especially in general merchandise Assortment Unlimited, including fresh and frozen, services 7

8 Marketplaces, marketplaces marketplace as % sales e 2015e 8

9 Contents Retail landscape Ahold s online strengths Ahold s online strategies for growth 9

10 Ahold s online growth ambition: 20-25% CAGR billion online sales* billion 1.4 Ambition billion online sales* 2.5 Peapod Albert Heijn Online bol.com Peapod Albert Heijn Online bol.com *Estimated consumer sales includes sales from third parties (f.e. Plaza sales) 10

11 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 11

12 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 12

13 Strong online brands with market leading positions #1 online retailer in the Netherlands / Belgium Five million active customers More than nine million items More than 4,000 merchant partners through our marketplace, Plaza Average items / order: 1.8 #1 online food retailer in the Netherlands (ah.nl) Covers 84% of Dutch households More than 25,000 SKU s Average items / order: 74 #1 online food retailer in the United States Covers > 50 million people, 17% of U.S. population 12-18,000 SKU s Average items / order: 55 13

14 Customers love and trust our brands Top 100 most trusted Dutch brands (2013 IPSOS Brand Monitor) Top 100 most influential Dutch brands (2013 IPSOS Brand Monitor) #61 in U.S. Internet Retailer Top

15 We operate in dense urban markets, which allows us to be profitable in home delivery The Netherlands (404 p/km2) and Belgium (361 p/km2) are both in global top 10 most densely populated countries. U.S. northern East Coast ranks as the 11th most densely populated global region in the world (450 p/km2), and is the most heavily urbanized region in the U.S. Our 25 years of online logistics experience makes us profitable on mature, dense routes persquaremile.com 15

16 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 16

17 Just in time personalization at bol.com 17

18 AH.nl: tens of thousands of recipes, straight to list 18

19 Peapod: One-click easy filters 19

20 Leading, innovative technology capabilities Proprietary systems HR 1,000+ IT experts (Amsterdam, Utrecht, Chicago, Boston) Agile, autonomous teams, with state-of-the-art software development skills Best-in-class application of big data concepts and techniques Supply chain systems Central replenishment systems (<1 day of inventory) Warehouse management systems with smart picking algorithms (>400 items / hr food picking) Transportation Price management Web and mobile experience Automated optimized routing (84% full vans) Patented yield management real-time scheduling (fee / slotting) Driver mobile field technology - text alerts for ETA, arrival and pickup Automatic benchmark pricing Integrated pricing with stores, including zip code-level pricing in U.S. Personalized offers, valid off- and online Strong mobile interfaces (40%) Real-time personalized websites Intelligent search Recipe integration Guess my order Top retail apps: Appie #1 in NL; Peapod top 10 in U.S. InternetRetailer.com Customer service systems Advanced customer service systems supporting multiple centers and phone / web / Chatbot / Track and trace Sophisticated fraud protection (low bad debt) 20

21 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 21

22 Broadest range online in the Netherlands at bol.com Grew from one to 26 categories from 1999 to 2014 More than nine million products 22

23 Broadest range through the premier Dutch marketplace Key results to date: Over 100 mln third-party revenues One in six products sold via third parties Partner s revenue typically increased by 10-30% 23

24 Unique ranges of food products Own brand Own-brand sales: AH.nl 51% Peapod 30% Quality and diversity in Fresh Fresh / frozen sales: AH.nl 47% Peapod 40% 24

25 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 25

26 Serving customers anyhow, anytime, anywhere - with unique omni-channel shopping options Unrivalled delivery options 1. Broad store network 2. Home delivery 3. Pick-up points Omni-channel customers are more loyal and spend >20% more vs. supermarket-only customers on average +21% 26

27 Omni-channel, cross brand shopping One loyalty card on- and offline Joint marketing programs 27

28 Ahold has a unique set of strengths to win online Strong online brands in dense urban markets Easy and inspirational online shopping experience Broad range of high quality products Serving customers anyhow, anytime, anywhere Operational excellence in online fresh food 28

29 Operational excellence in fresh food, built on an omni-channel supply chain Best-in-class sourcing for on- and offline Simple inbound Efficient picking and transport 29

30 Contents Retail landscape Ahold s online strengths Ahold s online strategies for growth 30

31 Ahold s online strategies for growth More customers Market share and market growth More places Well-positioned for geographical expansion More choices Continue to expand quality, ranges, value and choices for our customers and our partners 31

32 More customers - significant opportunities for growth Online market growth expected to be robust in U.S. and NL Peapod: 2% share in best zip codes; average 0.5% AH.nl: 6% penetration in Amsterdam, 2.5% national 40% of our 5 mln bol.com customers bought only from one single category One out of two shoppers in the Netherlands shops via bol.com, but only one out of five shoppers in Belgium % 0% E 2015E 2016E 2017E Online sales* Online share of total* 32

33 More places - we are well-positioned for geographical expansion Gradual expansion into Midwest; Indianapolis warehouse to open in 2015 Entering north / south NL end-2014 Will enter Belgium in 2015 Amsterdam Midwest Rotterdam Antwerp 33

34 More choices - for our customers 30 # of SKUs at # of categories NJ warehouse NY s best k 18k # of SKUs 34

35 More choices - for our partners What marketers are looking for: Higher ROIs Sufficient reach More personalization Richer product content and storytelling Closer to point-of-purchase 35

36 More choices - for our partners National media reach: Netherlands #1 newspaper: 530k National news: 2 mln #1 women s magazine: 375k Ahold reach: Netherlands Albert Heijn stores: 14 mln visits / week Bol.com: 820,000 unique visitors daily Allerhande magazine: 2.7 mln readers 36

37 In summary: we are well-positioned, and have vast opportunities for future growth We have leading online positions and unique capabilities We have clear strategies for growth: more customers, more places, more choices 37

38 Cautionary notice This presentation includes forward-looking statements, which do not refer to historical facts but refer to expectations based on management's current views and assumptions and involve known and unknown risks and uncertainties that could cause actual results, performance or events to differ materially from those included in such statements. These forward-looking statements include, but are not limited to, statements as to online growth and strategy, investments, omni-channel strategy, customer expectations and untapped media and marketing opportunities. These forward-looking statements are subject to risks, uncertainties and other factors that could cause actual results to differ materially from future results expressed or implied by the forward-looking statements. Many of these risks and uncertainties relate to factors that are beyond Ahold s ability to control or estimate precisely, such as the effect of general economic or political conditions, fluctuations in exchange rates or interest rates, increases or changes in competition, Ahold s ability to implement and complete successfully its plans and strategies, the benefits from and resources generated by Ahold s plans and strategies being less than or different from those anticipated, changes in Ahold s liquidity needs, the actions of competitors and third parties and other factors discussed in Ahold s disclosures. The audience is cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of these presentations. Koninklijke Ahold N.V. does not assume any obligation to update any public information or forward-looking statements in these presentations to reflect subsequent events or circumstances, except as may be required by law. Outside the Netherlands, Koninklijke Ahold N.V., being its registered name, presents itself under the name of Royal Ahold or simply Ahold. 38

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