Delhaize

The social impact through a sustainability path


With more than 150 years of tradition, the Delhaize Group founded by Jules and Ransart Delhaize owned nearly 6,637 stores worldwide. Around 11% of them are located in Belgium and Luxembourg, where the business started, but they are also placed in the Netherlands, the biggest market with almost 32% stores, Central and Southeastern Europe (approximately 28%) and United States (around 29%), with a net sales of 62,791 million, a growth of 2,5% in one year.

What explains the speed of their growth? 


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The Challenge

There are many combined reasons that lead to this number, as the organisational culture and the marketing efforts, but between them we have to highlight the mindset for sustainability and the right tools to manage their supported projects had an important impact. 

In the last Annual Report, from 2018, the company shared the increase of 3,2% of carbon-equivalent emissions per m² and their own-brand food sales from healthy products represents 47%. These achievements are part of a commitment that the company did throughout its history.

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The Opportunity

In 2008 the Delhaize Fund was launched as part of the King Baudouin Foundation to support community projects to improve the well-being of people from different demographics. Since then, 300 projects run by local residents and clubs was set up and supported by the institution 

The social engagement embraced the sustainability cause and in 2016 the Delhaize Fund started to focus on waste reduction. They soon expanded as they started knowing their neighbours better and taking care of the local community. More than 40 community projects in Belgium and Luxembourg have received grants from the fund. 

To deal with the extensive number of demands, manage the sponsors and save time, they chose Optimy to improve their grant marketing facilities through the entire lifecycle of the project, from the application process to completion and reporting.


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The Outcome

With Optimy, the company had 2,000 oncoming requests from both sponsoring and non-governmental organisation (NGO) collected through a single entry point. The flow started with filled forms that provide information for the company regarding the project category, location, the targets, the events, the budget, etc. 

“Thanks to Optimy software, we save time everyday by filtering automatically all the incoming requests so we retain the projects that match the most our strategies. Plus, Optimy is constantly improving the tool to adapt it to our needs” - Gilles Dartois, Media Marketing Delhaize (MMD) Operations Specialist 

The information is sent as email requests to the Optimy solution, and the following step is filtered based on the pre-defined criteria to automatically select the forms that match with the company principles. Then, all the key details as the project dates, its description, the sponsorship type, the sponsors’ name and others, are described in one single page to be forward to the project owners as systematic and personalised emails. 

For each action approved by Delhaize, a letter for the project owner is generated with all the action information. In parallel, the company receives from the Optimy’s platform tailor-made and  up-to-date reports: number of projects accepted, number of projects refused, per category, date and location, and other forms.

Our  well structured and systematic process allowed Delhaize to save 50% of their time and to support 300 projects. Thanks to Optimy solutions, the first full-service supermarket in Europe could accomplish their community engagement in the past few years, help the local community and bring a positive impact for the global society.

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