Strategy Planning

Problem: Ahold Delhaize’s digital platform relied on a non-responsive SiteCore system that limited customer engagement and scalability. Customers could only pay at the door, and the lack of a loyalty program and actionable insights into customer behavior hindered personalized experiences and strategic decision-making. To remain competitive, the company needed a complete digital overhaul.

As part of the transformation team, I contributed to the migration from SiteCore to SAP Hybris, a SaaS platform designed for enterprise eCommerce. The project leveraged data-driven insights to inform key decisions, including:

• Identifying customer pain points and optimizing user journeys for a fully responsive, mobile-first website.

• Integrating Adyen to enable seamless online payments, replacing the pay-at-the-door model.

• Designing and launching a data-powered loyalty program that used purchase history and engagement patterns to personalize rewards and promotions.

My role included analyzing customer data, collaborating with stakeholders, and ensuring the new platform utilized insights to drive meaningful improvements.

The transformation resulted in a modern, responsive platform that enhanced usability, streamlined the checkout process, and boosted customer loyalty. By leveraging data to inform the design and implementation, Ahold Delhaize positioned itself as a leader in personalized and customer-focused retail experiences.