Ahold Delhaize's challenge
|How can we reach our customers to start a dialogue for personal service? Focus on context and our existing content.|
Traditional mass media, like radio & television commercials and folders, are becoming less effective to reach our customers. On the other hand our customers want to hear/see relevant and real stories/content. But the relevancy is dependent on the customer’s context: his/her location, the moment of the day and what the situation (e.g. weather) is.