{"id":51545,"date":"2023-05-10T19:44:11","date_gmt":"2023-05-10T17:44:11","guid":{"rendered":"https:\/\/franchisingbelgium.be\/?p=51545"},"modified":"2023-05-10T19:44:11","modified_gmt":"2023-05-10T17:44:11","slug":"het-franchisenetwerk-albert-heijn-in-de-top-6","status":"publish","type":"post","link":"https:\/\/franchisingbelgium.be\/nl\/het-franchisenetwerk-albert-heijn-in-de-top-6\/","title":{"rendered":"Het franchisenetwerk Albert Heijn in de top 6"},"content":{"rendered":"<p>Op twaalf jaar tijd kwam het merk\u00a0<strong><a href=\"https:\/\/franchisingbelgium.be\/nl\/franchises\/albert-heijn\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/franchisingbelgium.be\/nl\/franchises\/albert-heijn\/&amp;source=gmail&amp;ust=1683826403129000&amp;usg=AOvVaw3rCL9xSg1UwwLX0XbeqYPw\">Albert Heijn\u00a0<\/a><\/strong>in Belgi\u00eb zowat op gelijke hoogte met gevestigde waarden als\u00a0<strong>Delhaize<\/strong>\u00a0en\u00a0<strong>Carrefour<\/strong>.\u00a0<u><\/u><u><\/u><\/p>\n<h2>Grote advertentiebudgetten<u><\/u><u><\/u><\/h2>\n<p>De komst van Albert Heijn naar Belgi\u00eb in 2011 veroorzaakte een stevige schokgolf in de<a href=\"https:\/\/franchisingbelgium.be\/nl\/secteurs\/franchiseformules-in-de-voedingssector\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/franchisingbelgium.be\/nl\/secteurs\/franchiseformules-in-de-voedingssector\/&amp;source=gmail&amp;ust=1683826403129000&amp;usg=AOvVaw1BdYrVbK6X1uB59VcuxZzH\">\u00a0foodretailwereld<\/a>, en na de fusie met Delhaize werd de impact nog groter. Vandaag is de keten stilaan een gevestigde naam in het noorden van het land.<u><\/u><u><\/u><\/p>\n<p>Op relatief korte tijd heeft Albert Heijn zich een plek veroverd in de top zes van de Vlaamse foodretailmerken, ziet Johan Hellemans van WPP Belgium op basis van de Brand Asset Valuator (kortweg BAV), het meetinstrument van WPP dat merken meet op vier pijlers: differentiatie, relevantie, waardering en kennis. \u201cDat is sterk, want supermarkten zitten in de top twintig van de grootste adverteerders, ze besteden gigantische budgetten. Dat moet je kunnen blijven volhouden. Zelfs voor een Albert Heijn is dat niet evident.\u201d<u><\/u><u><\/u><\/p>\n<h2>Merkbekendheid en relatiekracht<u><\/u><u><\/u><\/h2>\n<p>Interessant in dat verband is een vergelijking van de relatiekracht van de supermarktmerken. \u201cDie index drukt uit hoe verbonden je klanten zich voelen met je merk. Komen ze graag naar je winkel, komen ze vaak, zijn ze loyaal, zullen ze je aanbevelen?\u201d Op dat vlak heeft de Nederlandse keten grote stappen gezet: Albert Heijn bezet nu een vijfde plaats, na Colruyt, Aldi, Lidl en Delhaize maar net voor Carrefour. \u201cZe zijn nog wat minder gekend en ze hebben nog niet zo\u2019n uitgebreid winkelnetwerk als de grotere retailers, maar \u00e0ls de klanten komen, zie je dat ze goed kunnen concurreren.\u201d<u><\/u><u><\/u><\/p>\n<h2>Nieuw zijn volstaat niet<u><\/u><u><\/u><\/h2>\n<p>Albert Heijn onderscheidt zich in de ogen van Belgische consumenten vooral met z\u2019n promoties, prijszetting en assortiment. Consumenten waarderen ook de betrouwbaarheid, eenvoud en vriendelijkheid. De keten wringt zich op die manier zo\u2019n beetje tussen Colruyt en de harddiscounters Aldi en Lidl.<u><\/u><u><\/u><\/p>\n<p>\u201cVoor de Nederlandse ketens speelt voor een stuk het aspect \u2018<em>novelty<\/em>\u2019, ze komen met een ander aanbod, mensen zijn nieuwsgierig. Maar ze moeten blijven investeren: met alleen het \u2018<em>new kid on the block\u2019<\/em>\u00a0argument kom je er niet. Je moet andere factoren kunnen uitspelen.\u201d Albert Heijn zal wellicht blijven inzetten op promoties en prijs.<u><\/u><u><\/u><\/p>\n<p>\u201cAlbert Heijn is goed gewapend om de concurrentie aan te gaan. Maar het is wel wachten op de resultaten over het crisisjaar 2022 om te zien hoe de verhoudingen verder verschuiven onder invloed van de hoge inflatie,\u201d aldus Johan Hellemans.<u><\/u><u><\/u><\/p>\n<p>Voor meer informatie om franchisenemer te worden bij Albert Heijn,\u00a0<a href=\"https:\/\/franchisingbelgium.be\/nl\/franchises\/albert-heijn\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/franchisingbelgium.be\/nl\/franchises\/albert-heijn\/&amp;source=gmail&amp;ust=1683826403129000&amp;usg=AOvVaw3rCL9xSg1UwwLX0XbeqYPw\">klik hier.<\/a><u><\/u><u><\/u><\/p>\n<p>Bron: <a href=\"https:\/\/www.retaildetail.be\/\" target=\"_blank\" rel=\"noopener\">Retail detail<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Op twaalf jaar tijd kwam het merk\u00a0Albert Heijn\u00a0in Belgi\u00eb zowat op gelijke hoogte met gevestigde waarden als\u00a0Delhaize\u00a0en\u00a0Carrefour.\u00a0 Grote advertentiebudgetten De komst van Albert Heijn naar Belgi\u00eb in 2011 veroorzaakte een stevige schokgolf in de\u00a0foodretailwereld, en na de fusie met Delhaize werd de impact nog groter. Vandaag is de keten stilaan een gevestigde naam in het<\/p>\n","protected":false},"author":5,"featured_media":49498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[199,43],"tags":[],"class_list":["post-51545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualiteit-van-de-franchiseconcepten","category-nieuws-uit-de-sector"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Het franchisenetwerk Albert Heijn in de top 6 - Franchising Belgium<\/title>\n<meta name=\"description\" content=\"Op twaalf jaar tijd kwam het merk\u00a0Albert Heijn\u00a0in Belgi\u00eb zowat op gelijke hoogte met gevestigde waarden als\u00a0Delhaize\u00a0en\u00a0Carrefour.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/franchisingbelgium.be\/nl\/het-franchisenetwerk-albert-heijn-in-de-top-6\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Het franchisenetwerk Albert Heijn in de top 6 - 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