Ahold Delhaize USA Launches Peapod Digital Labs

Ahold Delhaize USA, the supermarket operator, announced news on Tuesday (May 22) that it is creating a new entity dubbed Peapod Digital Labs, which will drive digital and eCommerce innovation.

In a press release, the company said it has named JJ Fleeman as president of Peapod Digital Labs and chief eCommerce officer. Peapod Digital Labs will power growth in digital and personalization capabilities for local brands of Ahold Delhaize USA and will serve as the innovation lab for the U.S. portfolio of companies it owns. Peapod Digital Labs will also oversee the local brand Peapod, which Ahold said is the country’s largest online grocery retailer.

“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, in the press release. “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 eCommerce 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.”

Fleeman was most recently EVP of Commercial Services & Strategy for Ahold Delhaize USA’s newly established support services company, Retail Business Services. Prior to that, Fleeman served as chief strategy and development officer for Delhaize America. In that role, he was integral in the merger that created Ahold Delhaize. He was also the force behind the creation of a digital center of excellence at Delhaize America.

“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 omnichannel 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.”

The Peapod Digital Labs will be built out in the coming months; Ahold expects to have the organization up and running by the end of the year.



The September 2020 Leveraging The Digital Banking Shift Study, PYMNTS examines consumers’ growing use of online and mobile tools to open and manage accounts as well as the factors that are paramount in building and maintaining trust in the current economic environment. The report is based on a survey of nearly 2,200 account-holding U.S. consumers.