H-E-B Introduces Self-Service Feature to Its Retail Media Outlet
H-E-B Launches Self-Service Capabilities in Retail Media Network
H-E-B, the Texas-based grocer, has recently introduced self-service capabilities in its Retail Media Network (RMN), offering advertisers and brands greater control over their digital campaigns. This move marks a significant step forward in H-E-B's evolution as a retail media leader.
The new self-service feature allows local and national brands to independently activate, manage, and optimize their advertising campaigns across H-E-B’s website and mobile app. This platform offers real-time reporting on key performance metrics such as sales, cost-per-click, and click-through rate, giving advertisers greater transparency and control.
H-E-B's self-service RMN stands out for its ease of use and real-time data access. This empowers brands of all sizes, particularly local Texas-focused brands, to reach over eight million households weekly. In contrast, some RMNs may still offer self-service only as a future plan or rely more on managed services.
For instance, John Lewis Partnership (JLP) Media currently offers managed services but is planning to add self-service later. Similarly, Walmart's RMN is developing new API connections and self-service features aimed at improving flexibility and performance tracking but is still integrating some capabilities fully.
Sean Ransenberg, managing director and GM at H-E-B Retail Media, stated that the team launched the RMN five years ago and heard from their brand partners that they were interested in self-service. Measurement, he added, is an essential part of conversations with brands.
Adam Skinner, managing director of unified retail media at Irving, Tex.-based Epsilon, praised H-E-B for leading the evolution of retail media. He noted that H-E-B's focus on building Texas brands helps them get into retail media and mentioned that there will be a mechanism for 'long-tail' brands that still need managed services.
H-E-B operates a multi-format retail business, including Favor Delivery, and is ranked as No. 13 on The PG 100, Progressive Grocer’s list of top food and consumables retailers in North America. Meanwhile, Target has named a new SVP for its retail media arm.
The new self-service feature is a partnership with solution provider Epsilon. This partnership aims to amplify the many local brands for which H-E-B is known, further solidifying its position as a retail media leader.
[1] Retail Dive, 2021, H-E-B launches self-service retail media network as it aims to help small brands thrive
[2] AdExchanger, 2021, Walmart’s Retail Media Network Is Adding Self-Service Features, API Connections
- By partnering with solution provider Epsilon, H-E-B's new self-service Retail Media Network (RMN) opens up opportunities for local Texas brands to manage their own advertising campaigns in technology-driven environments, potentially disrupting the traditional finance-backed retail industry dynamics.
- As H-E-B enhances its RMN with self-service capabilities, the company joins an emerging trend in the business sector, where forward-thinking companies like Walmart are also developing self-service features in their retail media networks to attract diverse brands and optimize campaign performance within the rapidly evolving digital finance landscape.
