NETHERLANDS – This week, Ahold’s senior management is presenting an update of the company’s online retail strategy to analysts and investors.

According to a press release, Ahold’s management expects that the company’s online sales are expected to reach approximately $1.76 billion (€1.4 billion) by the end of 2014 and approximately $3.13 billion (€2.5 billion) by the end of 2017.

Ahold's CEO, Dick Boer, commented on the company's strategy saying, “Our online brands bol.com, Peapod.com and ah.nl have played a pioneering role over the past 25 years. Today, we announce the next stage of our ambition, aiming for a growth in online sales to €2.5 billion ($3.13 billion) by the end of 2017. This growth will be supported by an incremental EBIT investment of €60 million ($75.22 million) in the period 2015 until 2017. We offer a great omni-channel proposition for our customers, creating a strong platform for continued future growth and long-term value creation."

The company has invested in technology, marketing and online capabilities to try to stay in the forefront of omni-channel retail.  With its acquisition of bol.com in 2012, Ahold now employs over 1,000 IT experts that are based in four technology hubs in the U.S. and the Netherlands.

This new strategy has three elements:

• ‘More customers,’ benefitting from general market growth and driving share growth
• ‘More places,’ expanding into new regions
• ‘More choices,’ expanding the offering for customers and partners

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Ahold