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Ahold Delhaize launches Peapod Digital Labs; names chief e-commerce officer

Ahold Delhaize USA has created a digital solutions company to enhance the online experience for its customers.

In a move that leverages its Peapod grocery business, the company has launched Peapod Digital Labs. The company appointed JJ Fleeman as president of the new entity and also as chief e-commerce officer of Ahold Delhaize USA.

Fleeman previously served as executive VP of commercial services and strategy for Retail Business Services, the chain’s recently formed support services company. Prior to that, he was chief strategy and development officer for Delhaize America, and played a key role as the global integration and program leader for Delhaize Group during the merger that created Ahold Delhaize. He also led the creation of a digital center of excellence at Delhaize America.

“We are excited about this new company, which will serve as the engine that powers our U.S. e-commerce and digital strategies,” said Kevin Holt, CEO for Ahold Delhaize USA. “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.”

Peapod Digital Labs was created to accelerate growth of the digital and personalization capabilities for Ahold Delhaize USA’s local brands and serve as the innovation lab for the U.S. portfolio of companies, the retailer stated. It will also oversee the local online grocer brand Peapod, which is headquartered in Chicago. The company will build out Peapod Digital Labs in the coming months and expects to have the new organization fully operational by year end.

“Ahold Delhaize USA is creating Peapod Digital Labs, which will drive market-leading digital and e-commerce capabilities to power the company’s six local brands as they create best-in-class customer experiences,” said Fleeman. “We have a tremendous opportunity to build upon Peapod’s longstanding history of innovating to meet consumers’ needs to create an unparalleled omni-channel grocery experience. 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.”
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