Holland-headquartered retail giant Ahold has declared it wants to forge more agreements with its suppliers so it can offer regional promotions in its stores.
Ahold is the third biggest retailer in the world, but unlike rivals such as Carrefour and Wal-Mart Stores it consists of numerous different chains (US supermarket groups Tops and Giant-Carlisle, for example). Since its stores have different formats and product offerings are not uniform between them, it has had difficulty using its size to increase its clout with suppliers.
However, this is something it plans to change through more deals with the likes of Nestlé, Coca-Cola, and Gillette. It hopes to be able to offer several pan-European or pan-Latin American promotions every year.
The new regional offerings will stand alongside an annual worldwide promotion for which it began negotiating with suppliers three years ago.
News source: Wall Street Journal