H-E-B Introduces Self-Service Function to Its Retail Media Network
H-E-B Launches Self-Service Capabilities on Retail Media Network
H-E-B, the Texas-based grocer ranked No. 13 on Progressive Grocer's 2025 list of top food and consumables retailers in North America, has introduced self-service capabilities in its Retail Media Network (RMN). This new feature aims to provide brand partners with greater autonomy and efficiency in activating, managing, and optimizing advertising campaigns on H-E-B's website and mobile app.
The self-service platform offers real-time reporting on key performance metrics such as sales, cost-per-click, and click-through rate. This enables brands to make data-driven decisions during their campaigns. Integration with the omnichannel advertising platform Skai further enhances campaign control and effectiveness, offering an extra access point for planning, managing, optimizing, and measuring campaigns.
Brands of all sizes can now invest in H-E-B and expect a return on their ad spend, as stated by Sean Ransenberg, managing director and GM at H-E-B Retail Media. This self-service feature facilitates easier access for brands to engage with local Texas communities digitally, enhancing targeted advertising efforts across H-E-B’s 400 U.S. stores serving over eight million households weekly.
H-E-B's RMN is designed to connect the open-web world with its retail media technology, converting customers from various channels into in-store or online shoppers. The network supports H-E-B's commitment to building Texas brands, in addition to offering national brands.
The development of this self-service feature was a collaborative effort with solution provider Epsilon, which began working with H-E-B on retail media initiatives in 2022. Meanwhile, H-E-B is also piloting robot delivery in Texas through a partnership with Avride.
In other retail media news, Target has named Matt Drzewicki as the new SVP for its retail media arm. Drzewicki has been serving in the role on an interim basis since January. Adam Skinner, managing director of unified retail media at Epsilon, described H-E-B as an innovative regional grocer and a leader in the evolution of retail media.
Brands can access campaign management through the heb.com website and the My H-E-B app. This self-service feature is expected to amplify the many local brands for which H-E-B is known. Instacart and Pinterest have also recently engaged in a retail media collaboration, enabling shoppable ads for quick purchase and delivery. These developments in retail media continue to reshape the way brands connect with consumers and drive sales.
- In an effort to further integrate with the technology-driven retail industry, H-E-B's introduction of self-service capabilities on their Retail Media Network (RMN) opens up opportunities for finance-backed brands to manage and optimize their advertising campaigns in the retail sector, particularly in the retail space that the company serves.
- The self-service platform implemented by H-E-B in their RMN gives brands access not just to the retail segment, but also to the finance industry, as brands can now make data-driven decisions during their marketing campaigns and expect a return on their ad spend, thus fostering growth in both industries.
