Like many supermarket chains, all of Ahold’s banners make information available on their websites, and place brochures in stores; some divisions have in-store signs. There’s also a playbook for associates that addresses specifics. “Probably the most effective thing we can do is to get our employees engaged so that they can tell the story to customers,” said von Zastrow. Consistency throughout the supply chain has been crucial to success. On the supply side, ...

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