HEB's new app raises the bar on mobile-enhanced food shopping

May 11, 2015 

What helps ensure engagement and success with mobile apps? In a recent BizReport interview, Felice Gabriel, Co-founder of Delvv, did a great job of setting the stage for how retailers need to think about their apps – in an environment where research says the average person uses 27 apps per month and immediately deletes more than half of the apps they download.  She said:

"First impressions really matter in the mobile space. Make sure the first 30 seconds interacting with your app is incredibly smooth and entices them to some form of commitment. If users invest effort in your app, they will think twice about hitting the uninstall button and are more likely to come back for more. Ensure a smooth onboarding experience for new users - minimize reasons for users to turn away, and reinforce your app's benefits."

Check out HEB’s new app 

HEB’s new app comes very close to hitting the marks Gabriel talks about. HEB is privately owned chain with 350+ stores is based out of San Antonio, TX, and it has a reputation for making shopping convenient and simple. Its app and digital coupon program are consistent with this positioning and help shoppers save time and money in several noteworthy ways.

Right from the main screen, the app makes building the shopping list and getting meal ideas quicker. Shoppers can:

• Scan specific products or even entire receipts.
• Add items directly from the weekly ad. 
• Browse the store’s products by category (shoppers can even pre-shop the bakery, deli, meat dept, etc. and see the products, prices, location, etc.).
• Select ingredients from recipes identified via an icon-driven quick search (see picture to the right).

Their digital shopping list takes performance to the next level by making finding the products in-store easier. Shoppers see:

• Whether the item is actually carried by a specific store location
• Where to find the item in the store (down to the particular aisle and shelf)

HEB has also made collecting and accessing digital coupons easier. Coupons are added to an account tied to the shopper's mobile phone number, and accessed by entering that number at checkout.

A quick peek at the ratings and customer comments to date indicates HEB must be meeting some of Gabriel’s requirements. The app is generating a lot of interest, and user scores average 4.1 out of 5. A few bugs and additional functionality remain to be worked out, especially around the digital coupons and shopping list. HEB has responded to almost every comment, and says it is using all of the feedback as it works on updates and fixes.

Overall, this is an impressive app, and one that raises the bar on mobile-enabled grocery shopping.  Here's a short look at it in action.