Ahold Delhaize USA unveils Peapod Digital Labs

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Ahold Delhaize USA unveils Peapod Digital Labs

By Antoinette Alexander - 05/22/2018
Ahold Delhaize USA is looking to enhance the digital experience for its customers and further leverage the scale of its U.S. brands with the creation of a new entity, Peapod Digital Labs.

Leading the new entity is JJ Fleeman, who has been named president of Peapod Digital Labs and chief e-commerce officer.

"We are excited about this new company, which will serve as the engine that powers our U.S. eCommerce and digital strategies," said Kevin Holt, CEO for 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. 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.

"Ahold Delhaize USA is creating Peapod Digital Labs, which will drive market-leading digital and eCommerce 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."

Fleeman most recently served as executive vice president, commercial services and strategy for Ahold Delhaize USA's newly established support services company, Retail Business Services. Prior to that, Fleeman 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. Throughout his career, Fleeman has also held a diverse array of senior level roles in strategy, marketing, operations and merchandising.

Ahold Delhaize USA will build out Peapod Digital Labs in the coming months and expects to have the new organization fully operational by year end.