Case Study: Albert Heijn achieves improved online customer experience and satisfaction with Mopinion

Albert Heijn caters closely to online shoppers’ needs with customer feedback

Albert Heijn, the Netherlands’ oldest and largest supermarket chain, faced a rapidly growing online grocery market and needed to ensure its AH.nl service met rising customer expectations. The challenge was to understand and improve the entire online shopper journey — from product information and pricing to site usability — by capturing direct, actionable feedback across relevant touchpoints.

To address this, Albert Heijn implemented Mopinion’s feedback and analytics platform in mid‑2017, deploying targeted feedback forms and tracking metrics like NPS, CES and Goal Completion Rate. Real‑time dashboards and action‑management tools surfaced priority issues and let specialised teams share and act on insights quickly, helping to close the feedback loop and enhance the online shopping experience and customer satisfaction.

Albert Heijn

Rosanne Heijligers

Customer Experience Analyst