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H-E-B captures 110-year heritage in 12 words

BY Michael Johnsen

 
 
SAN ANTONIO – This year H-E-B celebrates 110 years of service to the great state of Texas. "Ever since we opened our first store in 1905, one thing has remained the same ‑ our commitment to the partners and communities we serve," H-E-B stated on its website recently. "Throughout 2015, we're celebrating our 110th anniversary with a series of individual words that represents the culture at H‑E‑B. In May, our feature is on 'Education.'"
 
The H‑E‑B Excellence in Education Awards each year gives more than $800,000 to teachers, principals, school districts, school boards and early childhood facilities. In addition, H-E-B supports education through Read 3. This early childhood literacy program has collected close to 3 million books since 2011. From the classroom to the community, we proudly answer the call by giving back over $8 million annually to Texas education.
 
On Nov. 26, 1905, Florence Butt opened the C.C. Butt Grocery Store with her savings of $60. For $9 a month, she leased the 450‑square‑foot store on the ground floor of a small frame building on Main Street in Kerrville, Texas. Sales were $50.60 in the first month. The store would later become H-E-B, named for her son HOward Edward Butt. 
 
In April, H-E-B focused on "Dedication," in recognition of Howard Butt. Having managed the first store in Kerrville while in high school, he took the reins of the C.C. Butt Grocery store in 1919 after serving in the Navy during World War I, H-E-B noted. "Determined to make H‑E‑B a success, in 1924 Howard gambled on expansion and opened stores in Center Point, Junction, Brady and Brownwood, all of which would fail. However, he didn't let that setback stop him. In 1926, he finally opened a second successful store in Del Rio," H-E-B stated on its web page. 
 
H-E-B kicked off its focus on the word "Destination" in March with a five-month celebration tour across the state. According to the company, over 6,200 truck drivers travel more than 1.2 million miles a week for H‑E‑B. Last year, they drove over 64 million miles, making over 11,500 weekly deliveries. 
 
The kickoff celebration was held in Kerrville, Texas, home to the first H-E-B. Celebrations are being held in 14 cities through July in the order in which H‑E‑B originally entered each market. Each celebration will feature a press conference and the presentation of a proclamation by an elected city official recognizing H‑E‑B for 110 years of service.
 
"Since our humble beginnings, H‑E‑B has remained dedicated to making the lives of Texans better by providing an exceptional shopping experience and quality products and services at affordable prices," said Craig Boyan, president of H‑E‑B. "It is because of the longstanding relationships we share with our amazing Partners (employees) and our loyal customers that we are able to celebrate 110 years in business, and we hope to celebrate hundreds more to come."
 
In February. the H-E-B word of the month was "Passion." H‑E‑B's employees put in over 100,000 volunteer hours last year, from the grocer's Feast Of Sharing dinners that celebrate the holidays with more than 250,000 free meals served annually, to its Read 3 book drive that put nearly 3 million books back into the community since 2011.
 
 
In January, H-E-B started its year-long celebration of its 110th anniverary with the word "Appreciation." "As we celebrate our 110th anniversary, we want to thank our fellow Texans who helped make this milestone possible. We are truly grateful for our customers who choose H‑E‑B for their families' needs. And we appreciate all of our Partners who go the extra mile to make our customers feel at home. Because of you, we are able to serve Texas with pride," the company stated. 
 
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Demandware Shopping Index finds 18% rise in e-commerce shopper traffic

BY Antoinette Alexander

BURLINGTON, Mass. — Shoppers love their mobile phones as the devices are driving more orders — up 59% in the first quarter of 2015, according to the latest Demandware Shopping Index.

The latest report by Demandware, a provider of cloud commerce solutions, measures digital commerce growth and identifies the trends driving that growth based on analysis of same site activity over time.

According to the findings, shopper attraction, which measures the number of shoppers, was up 18% in the first quarter 2015 over the first quarter last year and drove 83% of the digital commerce growth. In addition, shopper spend, which combines site visit frequency, conversion rate and average order value, grew 4% in the first quarter 2015 over the first quarter last year and drove 17% of the growth. The combination of shopper spend and shopping attraction yields the Shopping Index of +23%.

Additional findings:

  • Mobile phone orders increased 59% in the first quarter 2015 and now account for 18% of all orders. In addition, the Shopping Index revealed that mobile accounts for 35% of all traffic, up 38% year over year.
  • Although mobile devices continue to be a staple in our every day lives, the duration of mobile shopping visits has shrunk to 8.4 minutes, down 43%. Year over year overall shopping episodes were also down 31% to 8.9 minutes.
  • Shoppers are making more visits to the same site as seen by a 9% increase in frequency of visits year over year. Traffic to digital commerce sites also spiked, as 24% more shoppers clicked or tapped in the first quarter 2015 over the previous year’s first quarter.
  • Overall, orders per shopper increased 6% year over year and discounts reduced order size by 13%, up 9% year over year.

“The latest Shopping Index underscores the transformative, consumer-driven changes taking place in retail,” Demandware’s SVP worldwide marketing Elana Anderson said. “Orders and visits from mobile devices are soaring and we expect to see this trend continue for the foreseeable future. To stay ahead of this evolution, retailers must find new ways to make personal, quality connections with consumers. At the end of the day, it’s all about facilitating a comprehensive experience that weaves together the shopping journey regardless of where or how the consumer is interacting – whether on a site, in-store, on their phone, on a social platform or any other interaction method.”

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Kmart reshuffles marketing team

BY Antoinette Alexander

HOFFMAN ESTATES, Ill. — Kmart has revamped its marketing team as part of an effort to revive the brand and evolve the company’s overall marketing, according to an Ad Age report.

As part of the reshuffle, Kmart creative Mark Andeer has reportedly left the company. The move comes on the heels of the appointment of former DSW executive Kelly Cook as CMO, succeeding former chief marketer Andrew Stein.
 

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