HEB’s journey toward ecommerce excellence in Mexico was driven by the need to adapt to surging online demand during the pandemic. Recognizing the limitations of its previous platform, the company embraced a new solution powered by VTEX to enhance performance, improve the customer experience, and seamlessly integrate with its existing ecosystem. This strategic shift resolved past challenges, led to a 50% increase in online sales, and set the stage for long-term digital growth.
What follows is a Q&A session with the HEB Mexico team to discuss their motivation for change and the outcomes of their strategic efforts.
What prompted HEB to transition to an new online platform?
The pandemic was a major driver. It significantly boosted online sales, which exposed several shortcomings in our previous platform, such as slow performance, limited search functionality, and a less-than-ideal shopping experience. These challenges prompted us to adopt a new technological platform, which became the foundation of this project.
Our objective was to sustain, exceed, and grow online sales. With the new platform, we’ve achieved this by offering a user-friendly, intuitive, and integrated experience that aligns with HEB Mexico’s technological ecosystem.
Why did HEB decide to develop an app?
Data from our previous platform showed that most customers preferred using the app for their purchases. The app provides a unique advantage by allowing us to personalize the shopping experience and deliver some of the "magic" that customers enjoy when visiting our physical stores. The app not only caters to customer preferences but also positions us to continually improve and replicate the in-store experience digitally.
How does the app and platform integrate with HEB’s other systems and commercial channels?
Our digital commerce architecture ensures seamless integration between physical and online channels. This includes consistency in product and customer data, which is essential.
Compared to our previous platform, which was more manual and prone to errors, the new system has brought significant improvements in automation and reliability.
Does this app differentiate HEB from competitors?
Definitely. HEB stores are distinctly different from our competitors, and this has been a key factor in our success over the past 25 years in Mexico. By bringing that uniqueness to the app, we’re able to provide a competitive edge that others can’t replicate. The goal is to be as distinctive online as we are in our physical stores.
How are the app and VTEX platform performing in terms of KPIs?
When launching a new digital commerce platform, it’s common to see a temporary dip in performance indicators, with recovery taking two to three months. In our case, the learning curve was less than a month, and since then, the conversion rate has grown steadily. We’re very proud of the results.
Can you share any standout results since the launch?
Sales increased significantly from the very first day. I remember analyzing the initial customer response and seeing a more than 50% rise in sales. It’s a fantastic result that motivates us to keep improving.
What feedback have you received from customers so far?
Customers have provided excellent feedback, particularly praising the app’s speed and ease of use. These are critical factors in achieving our goals, and we’re thrilled with the response.
Why did HEB choose VTEX as a technological partner, and how has the experience been?
Several factors influenced our decision. First, VTEX promised a much shorter time-to-market compared to typical technological projects, and they backed this up with successful customer cases.
Second, VTEX offers a comprehensive ecosystem of partners, providing critical functionalities like search and payment solutions. Lastly, VTEX’s simplicity stood out. Their platform allows us to focus on delivering an exceptional shopping experience while they handle the technical complexities.
Why would you recommend VTEX as a technological partner?
VTEX allows us to focus on our core business while they manage the technology. Their ecosystem of integrated partners makes it easy to activate complex functionalities, and the seamless integration with our existing systems has been invaluable. We’ve had no issues with compatibility, which is a crucial advantage for any platform.