In Europe it is non yet well known but in the US H-E-B is a famous supermarket chain which tells about innovative technique of marketing and supply which have been ferried it in the list of selected leading food retailing companies. The attention paid off to fresh products is maniacal, suffice it to say that in the store there are some islands in which the chefs cook in front of the customers.
(you see video)
To transmit an image of genuineness and to communicate the origin to the consumer and accordingly the authenticity of its own assortments represents a pillar of the commercial politics of San Antonio (Texas) based group. According to the Italian food companies, it deals with a very strategic American supermarket chain (already present from 18 years also in Mexico) really focused on products embedded in the local territory. During the Brand Loyalty Congress we have met Claudia Chapa, in charge of marketing of the Mexican H-E-B’s subsidiary, that has illustrated us what kind of role can play quality food items, even imported food products, as those Italian, also within the private labels. And the other crucial important topic is the e-commerce in which the company has the bigger possibility of rising investments both in US as well as in Mexico. And the retailer is willing to compete more to its rival Amazon Fresh in the Usa market.
Claudia Chapa – Heb Mexico from Gruppo Food on Vimeo.