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Ahold Delhaize USA forms e-commerce company

Peapod Digital Labs to spearhead retail grocer’s omnichannel initiatives

Russell Redman

May 22, 2018

2 Min Read
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Leveraging its Peapod online grocery banner, Ahold Delhaize USA has created a digital solutions company to drive its e-commerce initiatives.

Called Peapod Digital Labs, the unit will be led by JJ Fleeman, who was named president of the new entity as well as chief e-commerce officer of Ahold Delhaize USA. Fleeman previously served as executive vice president of commercial services and strategy for Retail Business Services, Ahold Delhaize USA’s recently formed support services company.

Ahold Delhaize USA said Peapod Digital Labs will help its retail grocery brands provide an omnichannel experience by meeting the changing needs of customers no matter when, where and how they shop. Plans call for the new entity to be built out over the coming months and become fully operational by the end of the year.

Peapod Digital Labs "will serve as the engine that powers our U.S. e-commerce and digital strategies," according to Kevin Holt, chief executive officer of Ahold Delhaize USA.

"As one of the largest grocery retailers and a market leader in home delivery on the East Coast, the great local brands of Ahold Delhaize USA have a strong heritage of innovation,” Holt said in a statement. “The creation of Peapod Digital Labs and appointment of JJ to lead the new company and serve as chief e-commerce officer will enable us to sharpen our focus on leveraging the size and scale of the U.S. brands to provide customers with a personalized and effortless shopping experience."

Related:Ahold Delhaize sees rebound in U.S. same-store sales

Designated as the as the innovation lab for the U.S. portfolio of companies, Peapod Digital Labs is charged with boosting digital and personalization capabilities for the Food Lion, Giant Food, Giant/Martin’s, Hannaford and Stop & Shop supermarket chains, which total more than 2,000 stores in the Northeast and Mid-Atlantic. The lab also will oversee online grocery retailer Peapod, based in Chicago.

Peapod Digital Labs’ goal is to help the local brands “create best-in-class customer experiences," Fleeman noted.

"We have a tremendous opportunity to build upon Peapod's longstanding history of innovating to meet consumers' needs to create an unparalleled omnichannel grocery experience,” he explained. “Whether it's searching for inspiration on meals, shopping online or driving digital and personalization in-store, Peapod Digital Labs will enhance the digital experience to the benefit of U.S. consumers."  

Before being appoint to his role at Ahold Delhaize USA’s Retail Business Services, Fleeman served as chief strategy and development officer for Delhaize America. The company said he played a key role as the global integration and program leader for Delhaize Group during the merger process that led to Ahold Delhaize. Fleeman also led the creation of a digital center of excellence at Delhaize America. Prior to that, he held a range of senior-level roles in strategy, marketing, operations and merchandising at Delhaize America and Food Lion.

Related:Giant Food expands Peapod grocery delivery

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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