Supermarket chain H-E-B introduces self-service mode for its Retail Media Network.
H-E-B, a Texas-based grocer known for its in-store experiences and tech-enabled curbside service, is making waves in the retail industry with the launch of self-service capabilities in its Retail Media Network (RMN).
The retail giant, which operates more than 435 stores in Texas and Mexico under various banners, including H-E-B, Joe V's Smart Shop, Central Market, and Mi Tienda, is focusing on supporting brands of all kinds, including Texas brands. According to H-E-B's managing director and GM, Sean Ransenberg, brands of all sizes can invest in H-E-B and get a return on their ad spend.
The self-service feature of H-E-B's RMN aims to connect the open-web world with retail media technology, converting customers from various channels. Brands can now independently create and manage their advertising campaigns within the network, providing them with more direct control and flexibility over their marketing efforts on H-E-B's platforms.
This self-service option offers several benefits to brands. They can leverage H-E-B's customer data and insights for targeting, achieving better performance measurement, and optimizing their media spend by integrating advertising more seamlessly into the shopping experience. The feature also provides enhanced agility in launching and adjusting campaigns, improving efficiency in reaching shoppers during their journey.
Advertisers can access campaign management through the heb.com website and theMy H-E-B app. The addition of the self-service option widens and links H-E-B's supplier network for a more robust, relevant offering.
H-E-B's enhanced RMN also amplifies the many local brands for which the retailer is known. For instance, Favor Delivery, an on-demand delivery service operated by H-E-B, serves hundreds of communities throughout Texas. The retailer is also partnering with Avride for a robot delivery pilot in a neighbourhood in Austin, Texas.
H-E-B partnered with solution provider Epsilon to offer the new self-service feature to brand partners. Adam Skinner, managing director of unified retail media at Epsilon, stated that H-E-B is leading the evolution of retail media in the U.S. and abroad.
Measurement is a crucial aspect of conversations with brands regarding H-E-B's retail media network, as affirmed by Ransenberg. H-E-B Retail Media connects brands with over 8 million households weekly through authentic, data-driven campaigns. The grocer is ranked No. 13 on The PG 100, Progressive Grocer's list of top food and consumables retailers in North America.
Skinner emphasizes that H-E-B's retail media network focuses on both national and Texas brands for increased exposure. Long-tail services will still be available for brands that require managed services. Self-service functionality in H-E-B's retail media network is becoming increasingly popular, according to Skinner.
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The self-service feature in H-E-B's Retail Media Network (RMN) enables brands in diverse industries such as finance, technology, and retail to independently create and manage their advertising campaigns, gaining more direct control and flexibility over their marketing efforts. This technology-driven advancement in H-E-B's platforms offers brands the opportunity to leverage customer data and insights for targeted advertising, improved performance measurement, and optimized media spend, ultimately resulting in a seamless integration of advertising into the shopping experience.
