H-E-B Introduces Self-Service Feature to its Retail Media Network
In a significant move, Texas-based grocer H-E-B has launched self-service capabilities in its Retail Media Network (RMN), aiming to connect brands with over 8 million households weekly through authentic, data-driven campaigns. This development comes five years after the inception of H-E-B's RMN.
Sean Ransenberg, managing director and GM at H-E-B Retail Media, stated that brands of all sizes can now invest in H-E-B and get a return on their ad spend. The self-service feature, powered by the Epsilon Retail Media solution, benefits advertisers and local brands by providing them with easy access and control over their digital advertising campaigns within H-E-B’s retail ecosystem.
The self-service functionality enables advertisers to efficiently launch, manage, and optimize targeted ads that directly reach H-E-B shoppers, enhancing their ability to engage consumers in a relevant and measurable way.
Advertisers can access campaign management through the heb.com website and the My 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 RMN offers advanced audience segmentation and measurement tools, leveraging Epsilon’s data capabilities. This empowers advertisers, including smaller local brands, to deliver personalized ads based on shopper behavior, improving ad relevance and effectiveness.
By opening up the retail media platform to self-service, local brands can compete more effectively within the digital advertising space and benefit from direct shopper engagement, which supports their growth within H-E-B stores. This move is a testament to H-E-B's commitment to supporting brands of all kinds, including Texas brands.
The new self-service capabilities in H-E-B's RMN aim to connect the open-web world with retail media technology to convert customers from various channels. This initiative is part of H-E-B's ongoing efforts to lead the evolution of retail media in the U.S. and abroad, as noted by Adam Skinner, managing director of unified retail media at Irving, Tex.-based Epsilon.
H-E-B, a Texas grocer known for its in-store experiences and tech-enabled curbside service, is not new to innovation. The company operates 435-plus stores in Texas and Mexico under various banners (H-E-B, Joe V's Smart Shop, Central Market, and Mi Tienda) and also offers Favor Delivery, an on-demand delivery service. The company is also piloting robot delivery in Texas through a partnership with Avride.
Recently, H-E-B Retail Media was honoured with the 2nd Annual GroceryTech Innovation Awards, recognising the company's commitment to leveraging technology to enhance the retail experience. The enhanced RMN also amplifies the many local brands for which the retailer is known.
Meanwhile, Instacart and Pinterest have engaged in a new retail media collaboration, enabling shoppable ads for Pinterest users to combine inspiration with quick purchase and delivery. This collaboration underscores the growing trend of retail media in the industry, with companies like H-E-B leading the way.
H-E-B is the No. 13 top food and consumables retailer in North America according to Progressive Grocer's 2025 list. The company's introduction of self-service capabilities in its RMN is a strategic move to stay competitive in the rapidly evolving retail landscape.
Brands can now invest in the business sector spanning finance, retail, technology, and industry through H-E-B's self-service feature, extending their opportunities within H-E-B's retail ecosystem and engagement with over 8 million households weekly. As H-E-B's RMN continues to grow with innovations like self-service, it strengthens its position as a leader in the retail media industry.
