Insight in own Albert Heijn purchases through Albert.nl

Albert Heijn (AH), the biggest supermarket chain in the Netherlands, introduces a new service for its customers. When customers visit the new site of ordering service Albert.nl (a joint service by AH, Etos drugstores, and Gall&Gall beverages), they can immediately see the purchases they have previously made at Albert Heijn. A customer types in the loyalty card number, and a list of previously purchased products appears. With one click of the mouse these products can be ordered again, or advice can be obtained on other products. This is a very good way for retailers to recognize their customers in the physical world (the store) as well as the virtual world (the website). The advice we get in the virtual world is based on our shopping in the physical world. And the other way around: in the future we will walk into the AH shop, and through our mobile phone, the shopping cart or another display get advice about products we ordered at Albert.nl. The brand dialogue continues where the conversation between consumer and brand stopped the last time. This is a very strong indication that it is really going in that direction.

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