HEB Introduces Self-Service Feature Within Their Retail Media Network
H-E-B, the Texas-based grocery retailer known for its innovative in-store experiences and tech-enabled services, has taken a significant step forward in the retail media industry. In partnership with solution provider Epsilon, H-E-B has launched a self-service retail media network (RMN), providing brand partners with enhanced capabilities to manage and optimize their campaigns across multiple media formats.
The new network offers self-service functionalities, allowing brands to execute campaigns directly and make agile adjustments based on real-time data. This empowers brands of all sizes, from local to national, to access diverse ad formats beyond traditional digital advertising, including in-store signage and push messaging. By integrating these elements, the network connects online and offline shopper experiences, creating a seamless shopping journey.
Utilizing Epsilon’s capabilities, campaigns are tailored with improved shopper data precision, leading to higher relevance and conversion rates. This data-driven optimization ensures that advertisements are shown to the right audience at the right time, resulting in better campaign outcomes.
The self-service RMN also amplifies H-E-B's commitment to supporting local brands. By catering to the needs of diverse brand sizes, the system provides localized targeting for smaller brands and wide reach for national brands. This integrated approach helps brands efficiently allocate marketing budgets, reduce inefficiencies from approximations, and enable strategic decision-making based on measurable outcomes.
H-E-B Retail Media connects with over 8 million households weekly through authentic, data-driven campaigns online and in-store. The addition of the self-service option widens and links H-E-B's supplier network for a more robust, relevant offering. Brands can access campaign management through the heb.com website and theMy H-E-B app.
In the words of Sean Ransenberg, managing director and GM at H-E-B Retail Media, "Brands of all sizes can invest in H-E-B and get a return on their ad spend." This approach underscores H-E-B's commitment to fostering a retail media landscape that benefits both the retailer and its brand partners.
Adam Skinner, managing director of unified retail media at Irving, Tex.-based Epsilon, has praised H-E-B for leading the evolution of retail media in the U.S. and abroad. The success of H-E-B's self-service RMN is a testament to the retailer's forward-thinking approach and commitment to innovation.
Meanwhile, in other grocery business news, Target has appointed Matt Drzewicki as the SVP for its retail media arm on a permanent basis. This move signals Target's continued investment in its retail media strategy, reflecting the growing importance of this sector in the retail industry.
Brands in the technology sector can utilize the self-service retail media network offered by H-E-B to execute personalized campaigns across various media formats, bridging the gap between online and offline shopping experiences. This investment in retail media by H-E-B, as demonstrated by the appointment of Matt Drzewicki as the SVP for Target's retail media arm, underlines the increasing significance of this business sector within the retail industry, including finance and technology-driven industries.
