Ahold promotion brings in the customers

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By: Wise Marketer Staff |

Posted on February 1, 2002

Ahold promotion brings in the customers

A worldwide, co-ordinated promotion in more than 8,000 stores increased customer count and sales by up to 30%.

Food retailer, Ahold, says that its third worldwide promotion generated record sales. The promotion was held over two weeks in more than 8,000 stores in 25 countries last autumn. Some stores increased their customer counts by 30%, and the turnover of promotional lines increased to up to twenty times the usual volume. A hypermarket in Ahold's Czech operation was awarded "Best Ahold Store" for the promotion as it increased sales by 15% and customer count by 10%. The winning store -  Hypernova Teplice – won by combining innovative in-store marketing and round-the-clock commitment.

According to Gerard van Breen, Senior Vice President Ahold Global Sourcing: 'We expected to exceed last year's success but were impressed to see that sales increased by 30% at hundreds of locations."

The promotional theme, "Festival of Food and Fun," was translated into 14 languages and adapted where appropriate to local taste, store formats and culture.  Many stores also offered sweepstakes, fashion shows, world record-setting for the Guinness Book of Records, children's parades, music concerts, vacation giveaways, "festival" trips to destinations like Mardi Gras and Walt Disney World and promotions for local schools.

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