Ahold Unveils Online Strategy

At an event detailing its online retail strategy for analysts and investors, Ahold will reveal that the company's online sales are expected to reach 1.4 billion euros (US $1.8 billion) by the end of 2014, and the company will set a goal of 2.5 billion euros (US $3.1 billion) in online sales by the end of 2017.

To remain at the forefront of omni-channel retail, the Amsterdam-based retail conglomerate has invested in technology, marketing and online capabilities. After its 2012 acquisition of Dutch e-tailer bol.com, the company now employs more than 1,000 IT experts at four technology hubs in the United States and the Netherlands.

"Our online brands bol.com, Peapod.com and ah.nl have played a pioneering role over the past 25 years," noted Ahold CEO Dick Boer. "[Future] growth will be supported by an incremental EBIT investment of 60 million euros (US $75.2 million) in the period [from] 2015 until 2017. We offer a great omni-channel proposition for our customers, creating a strong platform for continued future growth and long-term value creation."

Ahold's online growth strategy consists of three elements: "more customers," benefiting from general market growth and driving share growth; "more places," entering new regions; and "more choices," expanding the offering for customers and partners.

The company's two-day Online Strategy Event is taking place at the Utrecht offices of bol.com.