By Ian Walker

Dutch supermarket retailer Koninklijke Ahold N.V. (AH.AE) said Tuesday it plans to invest to improve customer experience, as well as grow its omni-channel approach to reach its target of 2.5 billion euros ($2.75 billion) of online consumer sales by the end of 2017.

Speaking to shareholders at the company's annual general meeting, Chief Executive Dick Boer said the group's current targets under its 'responsible retailing' strategy will expire at the end of 2015 and it is currently finalizing new ambitions for 2020, which it will share in the second half of this year.

"We continue to work toward our targets, and actively engage with stakeholders," Mr. Boer said adding that all actions will be supported by the company's strong balance sheet and cash flow generation.

-Write to Ian Walker at ian.walker@wsj.com; @IanWalk40289749

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