Ahold Delhaize is thrilled to announce the rollout of its second unified app, following the successful debut of the Albert app earlier this year. This initiative is part of a comprehensive app convergence project led by five of its prominent European brands, in collaboration with digital experience and IT teams. The aim is to elevate the shopping experience across Albert in the Czech Republic, Maxi in Serbia, Delhaize in Belgium and Luxembourg, Mega Image in Romania, and Alfa Beta in Greece.
Today marks the launch of the Maxi app, the second in a series of planned unified, modular apps set for release throughout 2024. The app will be gradually rolled out and made available to all Maxi customers over the coming weeks.
Enhanced Shopping Experience Maxi customers will enjoy a streamlined shopping process with enhanced usability and a consistent interface. The app features optimized promotions, product lists, and checkout processes, all crafted based on extensive user research throughout the shopping journey. This modular approach enables brands to seamlessly share functionalities such as referral programs, loyalty rewards, and fast delivery options.
Expanded Technological Capabilities This initiative signifies a significant advancement in Ahold Delhaize’s product and technology ambitions, fostering collaboration and operational efficiency across its European footprint. Developed on ReactNative, the modular app framework supports cross-platform functionality for both iOS and Android devices, facilitating rapid scaling of new features and innovations while reducing development time and costs. The shared codebase and design system are expected to yield substantial annual savings, bolstering the company’s financial health.
Anette Schouls, VP Consumer Products at Ahold Delhaize, remarked, “This new app for Maxi is designed for scalability and incorporates local requirements as needed. The collaborative effort with regional and local teams has been instrumental in delivering this app for our second brand in just four months following the Albert launch, underscoring our excitement for the future.”
Strong Collaborative Efforts The project has involved close collaboration among the five participating brands, digital experience teams, and IT departments, leveraging collective expertise in business strategy, user experience design, software development, and project management. The initiative also includes partnerships with external experts in design, development, and analytics.
Building a Unified Digital Ecosystem With the Maxi app launch, the primary focus is on facilitating online shopping, especially for larger weekly purchases. Alongside the new app, Maxi will continue to operate its locally developed Moj Maxi app, dedicated to its loyalty program. As part of its omnichannel strategy, Maxi plans to integrate these apps into a unified customer touchpoint, enhancing user convenience and engagement.
Pivotal Step in Digital Transformation Ahold Delhaize’s app convergence project represents a significant milestone in its digital transformation journey. The greenfield approach and modular design offer brands a secure, robust, and flexible app ecosystem. By harmonizing the digital shopping experience across its brands, Ahold Delhaize aims to elevate customer satisfaction, set new benchmarks for retail innovation, and drive both customer engagement and business growth.
Looking ahead, we anticipate the forthcoming launches of unified apps for our other brands!”
