Ahold Delhaize USA creates Peapod Digital Labs to drive e-commerce

Ahold Delhaize USA has created Peapod Digital Labs to drive digital and e-commerce innovation and technology to meet the changing needs of customers of its local banners. JJ Fleeman was named as president of Peapod Digital Labs and chief e-commerce officer.

Ahold Delhaize USA, a division of Zaandam, Netherlands-based Ahold Delhaize, is the parent company of Food Lion, Giant Food, Giant/Martin’s, Hannaford and Stop & Shop in addition to Peapod and Retail Business Services. Ahold Delhaize USA’s brands operate almost 2,000 stores and distribution centers across 23 states.

"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, with headquarters in Quincy, Mass., and Salisbury, N.C. "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 will accelerate growth in digital and personalization capabilities for Ahold Delhaize USA banners, and will serve as the innovation lab for the U.S. portfolio of companies. It will also oversee the local brand Peapod, the nation's largest online grocery retailer, which is headquartered in Chicago.

"Ahold Delhaize USA is creating Peapod Digital Labs … to power the company's six local brands as they create best-in-class customer experiences," Fleeman said. "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 of commercial services and strategy for Ahold Delhaize USA's newly established support services company, Retail Business Services. Prior to that, he was chief strategy and development officer for Delhaize America.