Daniël van Gool, VP of Fulfillment Strategies & Solutions at Ahold Delhaize USA, shares his vast experience in eCommerce and supply chain. He discusses the evolution of grocery e-commerce over the past two decades and how consumer habits have shifted post-COVID. Daniël tackles common myths about eCommerce profitability and dives into the importance of data, including POS sales, in shaping fulfillment strategies. He provides insights into operational challenges, the gig economy's role in last-mile delivery, and the balance between in-store and online shopping.
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question_answer ANECDOTE
Grocery E-com Evolution
Daniël van Gool shared his journey starting in 2005 with Dutch grocery chain Albert Heijn in grocery e-commerce.
He emphasized how growth and customer demand for faster delivery have transformed the landscape over 20 years.
insights INSIGHT
E-com Within Back to Basics
E-commerce growth continues but integrates into the "back to basics" in-store focus.
Fulfillment expansions happen without disrupting the majority of customers who still shop in-store.
volunteer_activism ADVICE
Use Multiple E-com Channels
Leverage e-commerce channels like delivery and click & collect to meet diverse customer convenience needs.
Both channels continue to grow and complement each other in grocery retail.
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You are an OG of ecommerce, going back as far as early 2000’s. What changes have you seen over the years?
The latest conversation and buzz in the industry is that ecommerce and omnichannel is taking a backseat given the volume challenges and that instore back to basics is everything. Is this what you see?
Another common myth is that ecommerce of any sort including click & collect is a profit negative proposition. If so, why is it such a focus and also growing nation wide?
Data – I have to imagine you are in the midst of all kinds of analysis and algorithms all the time. Can you give us an overview of the types of data that matter and how does POS sales data inform your decision making, especially customer loyalty?
Home delivery – dead or alive? Why?
Can you take us behind the scenes of what it takes to build a retail fulfillment network? What’s involved ? Are there DC’s, the challenges and what you face everyday to keep it running?
What metrics matter the most in your role? How do you optimize these metrics to deliver for your customer?
How do you work with the merchandising and space planning teams in your role? Do you share data with each other? Does one decision from you or them impact what either of you have to deliver for your customer?
You have 5 banners that operate fairly independently – both promotional and assortment. How do you manage this complexity?
Finally, what trends are you following in the industry? What concerns you the most?
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