Newcraft helping Ahold Delhaize with Google Marketing roll-out

04 November 2020 2 min. read

Ahold Delhaize has completed the roll-out of Google Marketing Platform (GMP) in five European countries, as part of the retailer’s transformation agenda to better embrace data-driven working in its marketing function. 

Building on a long-standing relationship, Ahold Delhaize recently enlisted Dutch consulting firm Newcraft to support it with the design and roll-out of its so-called digital acceleration program. The two companies have been working together for nearly a decade now, with Newcraft delivering over 200 projects across subsidiaries Albert Heijn, Gall & Gall, Etos and Delhaize. 

The digital acceleration program aims at improving Ahold Delhaize’s customer centricity, placing data at its core. Leveraging insights from its customers, gained from a roster of channels including stores, online, mobile apps and third party databases, the Netherlands-headquartered food retailer is seeking to create a ‘hyper personalised’ offering, which can anticipate on needs while building brand experience and loyalty.

Newcraft helping Ahold Delhaize with Google Marketing roll-out

“Our new platform enables our teams to manage the customer experience and to buy, measure, and optimise digital media in one place. This way, brands can organise their digital marketing more relevant and effectively,” explained Sarah Reintjes, Global Director Digital Marketing, Retail Media and Monetization at Ahold Delhaize.

Supported by Newcraft, Ahold Delhaize has now seen the Google Marketing Platform go-live in five European locales, enabling the teams on the new platform to “provide the most personalised communication with customers as possible,” said Reintjes. Consultants from Newcraft advised on the digital marketing strategy, and led the technology implementation and performance optimisation.

Currently, the joint project team is supporting the local teams in making optimal use of the possibilities of the new platform, through training and individual coaching. “Our most important goal is to ensure all the teams learn to work with the technology in order to reap the best results possible, and can become self-sufficient,” said Martijn Haanappel, the founder of Newcraft.

Google’s award-winning Google Marketing Platform is a suite of solutions that helps marketers understand their customers. Some of the solutions include Google Analytics, Data Studio, Optimize, Tag Manager, Campaign Manager 360 and Surveys.

Meanwhile, Ahold Delhaize and Newcraft are preparing the implementation of Google Marketing Platform in the United States, where the group operates under the Food Lion brand.