H-E-B Introduces Self-Service Feature in Its Retail Media Network
San Antonio-based H-E-B, ranked No. 13 on The PG 100, Progressive Grocer's list of the top food and consumables retailers in North America, has unveiled a significant advancement in digital advertising with the launch of self-service capabilities in its Retail Media Network (RMN), developed in partnership with Epsilon.
This innovative move represents a game-changer for both local and national brands operating in Texas and beyond. The self-service platform offers a more accessible and level playing field for local and Texas-based brands, regardless of size or marketing resources, to participate in digital retail media.
The unique focus of H-E-B’s RMN is on connecting brands with Texas communities, providing local brands with a direct channel to over 8 million households weekly through H-E-B’s footprint. Brands can independently activate, manage, and optimize campaigns in real time, adjusting bids, keywords, and product listings without relying on intermediaries. Real-time reporting on metrics like sales, cost-per-click, and click-through rates provides local advertisers with actionable insights to refine strategies and maximize ROI.
National brands can now seamlessly manage campaigns across H-E-B’s digital properties (heb.com, My H-E-B App), in-store, and via email, ensuring consistent messaging and broad reach. Bulk management tools and 24/7 real-time campaign pacing allow national advertisers to update large portfolios of products and campaigns efficiently, saving time and reducing operational complexity. Access to comprehensive campaign analytics enables national brands to tailor their approach for the Texas market, optimizing spend based on what resonates locally.
The self-service RMN also offers cross-cutting advantages, such as an intuitive user interface, support for diverse needs, and integration with advanced tools like Skai’s omnichannel advertising platform, further enhancing campaign planning, management, and measurement capabilities for advertisers seeking even deeper integration.
In conclusion, H-E-B’s self-service RMN capabilities democratize access to retail media, empowering local Texas brands to compete more effectively while giving national brands the tools to optimize their presence in a critical regional market. The combination of real-time control, robust analytics, and omnichannel integration positions H-E-B as a leader in retail media innovation, benefiting advertisers of all sizes.
Since the launch of its RMN five years ago, H-E-B has been at the forefront of retail media evolution, as demonstrated by the success of Favor Delivery, an on-demand delivery service operated by H-E-B, and its pilot of robot delivery in Texas through a partnership with Avride. Adam Skinner, managing director of unified retail media at Epsilon, has praised H-E-B for leading the evolution of retail media in the U.S. and abroad, with a strong focus on supporting local brands, including Texas brands.
Brands of all sizes can invest in H-E-B’s RMN and expect a return on their ad spend, as measurement is a crucial part of every conversation regarding H-E-B's RMN. The future of retail media, according to Adam Skinner, will be around self-service, but will also include a 'long-tail' option for brands that need managed services.
- Local and national brands in various industries, such as technology, finance, and retail business, now have the opportunity to directly connect with over 8 million households in Texas via H-E-B's Retail Media Network (RMN), bringing a game-changing digital advertising platform for all sizes of brands.
- In the realm of retail media, H-E-B's self-service RMN offers diverse advantages, including real-time control, robust analytics, and omnichannel integration, placing them at the forefront of innovation, particularly benefiting local Texas brands and national brands seeking to optimize their presence in critical regional markets.
