Saving money shouldn’t take so much time
H-E-B is known as an everyday low price (edlp) retailer, always driving to give our customers the best service and best products for the best price. For years, in-store H-E-B shoppers have been able to easily snag money savings by using our amazing offers like yellow coupons, Meal Deals, and Combo Locos. Every loyal shopper knows how great it feels to come in looking for Graham Crackers and happen to see a beloved Combo Loco offer for free Hershey’s, which ultimately makes it a great excuse for a Smore’s night. One area that’s been a challenge for us, however, was how to make these complex offers available to our online shoppers.
When we first launched our online and mobile offerings, we were still looking for a way to organize or sort these deals efficiently. When online shoppers navigated to our digital coupons, they were met with a massive list — resulting in a time-consuming and frustrating process for our customers as they spent time searching for relevant offers.
We wanted to make sure all customers had access to these combo offers whether it be shopping Curbside, Delivery, or even looking for the hottest coupons while ordering from home. We also wanted to find a way to make these complex offers convenient for our shoppers. So, the team got to work and created a way to better support more offers digitally, focusing first on the legendary Combo Loco and Meal Deal coupons.
Rethinking combo deals for online customers
The H-E-B Digital team started by researching the most common issues shoppers faced with coupons on the app. At the beginning of August 2020, our design team began thinking of ways to redesign the H-E-B mobile app and website to better organize our online coupons and more closely reflect the way our in-store shoppers use them. They, along with our engineering team, worked to improve the layout so these complex offers would be more accessible for our customers.
As of July 2021, the latest version on iOS displays coupons that are grouped individually and curated for the shopper. The first section on the Coupons tab is “Savings for you” which gives personalized recommendations based on past purchases, followed by “Our top picks” that gives shoppers H-E-B’s recommendations, “Combo Loco,” “Newest coupons,” “Paperless only,” and ends with “All coupons” which displays all the groups together.
Now everyone can get loco
Since the launch of the new and improved layout, the “Savings for You” section has been a hit with customers! The tailored offers make it a fun and friendly experience and has resulted in a huge spike in traffic rates. The coupon tab also highlights popular offers like Combo Locos, and eventually Meal Deals, putting these customer favorites in an easy to find, easy to redeem format.
Helping H-E-B customers work less to save more is our goal and our digital team worked fiercely to design and build this layout to save our customers time on finding the deals they love and enjoy. Viva!
