{"id":105965,"date":"2024-10-04T12:05:00","date_gmt":"2024-10-04T10:05:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105965"},"modified":"2024-10-04T13:45:15","modified_gmt":"2024-10-04T11:45:15","slug":"interview-raf-van-den-heuvel-albert-heijn-trots-op-onze-rol-van-aanjager-in-belgie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/interview-raf-van-den-heuvel-albert-heijn-trots-op-onze-rol-van-aanjager-in-belgie\/","title":{"rendered":"[Interview] Raf Van den Heuvel (Albert Heijn): \u201cTrots op onze rol van aanjager in Belgi\u00eb\u201d"},"content":{"rendered":"\n

Albert Heijn<\/strong> blijft voor animo zorgen in de Vlaamse foodretailmarkt, ziet directeur Belgi\u00eb Raf Van den Heuvel. De retailer groeit door met ondernemers, maar heeft geen plannen om filialen te verzelfstandigen: \u201cDie kunnen nu ook al op zondag open.\u201d<\/p>\n\n\n\n

\u201cVoldoende kritische massa\u201d<\/h2>\n\n\n\n

Nog minstens \u00e9\u00e9n vestiging opent Albert Heijn dit jaar in Belgi\u00eb: half november in Ranst. Het wordt de vierde franchisewinkel voor ondernemer Pieter-Jan Vaes, die al twee Albert Heijn-winkels uitbaat in Merksem en \u00e9\u00e9n in Schilde.<\/p>\n\n\n\n

Dat de expansie tegenwoordig wat trager verloopt, deert Van den Heuvel niet echt: \u201cMet tachtig winkels zijn we het omslagpunt al even voorbij, we hebben voldoende kritische massa in Vlaanderen voor een gezonde bedrijfsvoering. We blijven groeien, er zitten voldoende projecten in de pijplijn, maar het vergt inderdaad tijd. Ik ben blij dat het nieuwe Vlaamse regeerakkoord de doorlooptijd bij de Raad voor Vergunningsbetwistingen wil verkorten: die bedraagt nu vaak meer dan een jaar, dat zou minder dan negen maanden moeten worden.\u201d<\/p>\n\n\n\n

\u201cZondagsopening is geen argument\u201d<\/h2>\n\n\n\n

Nieuwe winkels opent de Nederlandse supermarktketen liefst met ondernemers, maar concrete plannen om de 25 ge\u00efntegreerde filialen te verzelfstandigen, liggen niet op tafel: \u201cWe zijn tevreden met de prestaties van die winkels.\u201d<\/p>\n\n\n\n

De zondagsopening is overigens geen argument voor franchising, zegt Van den Heuvel: ook filialen kan je perfect op zondag openen, je moet daarover enkel een akkoord vinden met de sociale partners. Slechts twee supermarkten van de keten zijn niet op zondag open: aan de Gentse Overpoort, in een studentenwijk waar op zondag weinig leven is, en in het winkelcentrum Ring Kortrijk, dat op zondag sluit. Bredene blijft in de winter gesloten, maar is de rest van het jaar wel op zondag open.<\/p>\n\n\n\n

\u201cDe honger bij ondernemers is groot\u201d<\/h2>\n\n\n\n

Kandidaat-franchisenemers vinden is geen probleem, al vist Albert Heijn vooral in de eigen vijver: \u201cDe honger bij onze ondernemers is groot. Het voordeel voor ons is dat we weten welk vlees we in de kuip hebben. We hebben ook goede ervaringen met de Delhaize-ondernemers die een Albert Heijn uitbaten, in Willebroek, Tongeren en Ingelmunster. Zij kennen hun marktgebied en ze zien dat de twee enseignes perfect naast elkaar functioneren \u2013 dat blijkt trouwens ook in Sint-Niklaas of in Sint-Pieters-Leeuw.\u201d<\/p>\n\n\n\n

De twee winkelformules verschillen sterk qua concept, assortiment, klanten, zegt de directeur: \u201cEr is altijd een zekere overlap, elke supermarkt verkoopt Coca-Cola, maar wij bouwen ons merk op Hollandse producten, prijzen en promoties. Als groep heeft Ahold Delhaize ondernemers heel wat te bieden.\u201d<\/p>\n\n\n\n

\u201cOnline witte vlekken afdekken\u201d<\/h2>\n\n\n\n

Hoe evolueren intussen de onlineactiviteiten? \u201cDe dekking is recent sterk toegenomen, we bedienen nu zowat 60% van de Vlaamse markt. Online en offline versterken elkaar, het verdiept de klantrelatie. Tegelijk gebruiken we online om witte vlekken af te dekken: in de Rupelstreek zijn we nog niet vertegenwoordigd, maar we leveren er al wel aan huis.\u201d<\/p>\n\n\n\n

Ook in Leuven hanteert de retailer een \u201conline first\u201d-strategie in afwachting van een fysieke vestiging \u2013 na de fusie met Delhaize moest de enige winkel in de studentenstad in 2017 immers dicht.<\/p>\n\n\n\n

\u201cWe brengen wat in beweging\u201d<\/h2>\n\n\n\n

Trots is Van den Heuvel op de aanjagersrol die Albert Heijn speelt op de Vlaamse markt. \u201cIn september viel het me enorm op hoeveel collega\u2019s er nu ook uitpakken met verspakketten, snackgroentjes, stuntpromoties of goedkoop brood. We brengen wat in beweging. Ik voel me goed in de challenger<\/em>-rol die we hier spelen, met de grote Albert Heijn-machine die achter ons staat.\u201d<\/p>\n\n\n\n

\u201cVeel initiatieven komen vanuit Nederland, maar wij gieten er wel onze Vlaamse saus over. We luisteren goed naar onze klanten en sturen voortdurend bij. Onze unieke \u2018tone of voice\u2019 vind ik belangrijk. Met de succesvolle campagne ‘De Wereld in het Kleijn’ trekken we de Vlaming binnen in de wereld van Albert Heijn.\u201d Die campagne werd overigens net bekroond met een Zilveren Effie, een award voor de meest effectieve en impactvolle marketing- en communicatiecampagnes. Ook de samenwerking met televisiekok Jeroen Meus is een geslaagde zet: \u201cHij heeft recepten ontwikkeld met een echt Vlaamse toets. Het klikt, en het smaakt naar meer.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Albert Heijn blijft voor animo zorgen in de Vlaamse foodretailmarkt, ziet directeur Belgi\u00eb Raf Van den Heuvel. 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