Eyes in the Aisles: H-E-B Plus

Regional, privately held grocer H-E-B operates nearly 400 supermarkets in the U.S. and Mexico, primarily in the Lone Star State. In addition to its namesake H-E-B format, the retailer's fleet spans Central Market, Mi Tienda, Joe V’s Smart Shop as well as nearly 40 H-E-B Plus “superstores.” Located mostly in the San Antonio and Austin markets, the last typically range in size from 120,000-180,000 square feet and devote about one-fourth of their space to non-grocery items. Plus stores carry a full assortment of grocery and health & beauty items and roughly 40,000 additional general merchandise SKUs.The Path to Purchase Institute visited a number of H-E-B Plus stores in recent months, taking notice of unique departments and elements that differentiate the Texas-based retailer from a typical supermarket chain. Here’s what stood out.An increasing number of H-E-B Plus stores and some hybrid locations boast different foodservice counters and sit-down cafes for in-store dining. H-E-B also operates a number of store-within-a-store concepts beyond the prepared food category. For example, the Beauty by H-E-B store concept offers an expanded, curated assortment of mass and trendy beauty products and a more modern and enhanced shopper experience. First introduced in 2019 within an H-E-B Plus in San Antonio, the concept illustrates the retailer's ambitions to gain a larger slice of the beauty market share.Mia’s Mirror is another store-within-a-store format that launched in 2012 and is located in a number of H-E-B Plus locations, offering fashion and accessories.Another section of the store that particularly commands attention is the expansive Kodi shop devoted to the Yeti-like, outdoor private label spanning coolers, tumblers, accessories and even some apparel. First launched in 2018, the retailer now operates nine Kodi shop concepts within H-E-B Plus stores. Massive black and white “Kodi” arches hang above the impossible-to-miss shop, which nearly transports shoppers into the camping section of a mini Dicks Sporting Goods or REI.The Kodi shop gives off a wood cabin/industrial feel and uniquely merchandises a slew of products designed with “Texas families and the Texas outdoors” in mind, according to the retailer. With elevated messaging like “Taming the Texas Terrain” and “Raise Your Expedition,” Kodi clearly targets adventurers and explorers.One of the unique merchandising elements is half of a steel trailer built into a wall. It stocks a variety of temperature-controlling tumblers and water bottles under a large header sign communicating a “From backyard to Big Bend” message.Nearby, a black slatwall display merchandises a number of Kodi containers and smaller coolers, some in plastic cases. An affixed TV screen plays different informational and promotional videos for the brand.The Kodi shop further brings the outdoors inside with built-in faux rock terrain and black rubber tubes helping merchandise rolling and waterproof coolers.In addition to its store-within-a-store concepts, there are other unique elements that make H-E-B Plus stand out. The stores are typically more brightly lit than traditional supermarkets and house more elaborate food stations that are identified by large, illuminated ceiling mobiles of various shapes and colors. General merchandise departments, such as apparel, baby and entertainment, exhibit distinct aesthetics, with fixtures and layout varying by category, but share a common use of large-scale graphics and bold colors.Table displays are becoming more common for spotlighting a particular brand, such as Revlon’s Big Sexy Hair and lip care brand Eos.Self-checkout is also available at an increasing number of stores.In general, H-E-B is considered to have one of the cleaner and more engaging shopping environments in the supermarket sector. Stores feature high ceilings, large windows and aisles that are relatively free of clutter. Signage and decor pay heavy homage to the chain's Texas locale, showcasing cowboy imagery and graphics of local sports franchises.View more recent images of displays and signs at H-E-B Plus in our image vault.

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