H-E-B Releasing Customer Data for Purchase Through Circana

Beginning this month, H-E-B’s new Vendor Information Portal™ will provide exclusive delivery of H-E-B shopper and sales analytics through Circana, the new name for IRI and NPD following their merger in August 2023. Through technology, analytics, and cross-industry data, Circana tracks millions of products spanning more than 2,000 categories across over 500,000 stores in 20 countries. The company advises almost 7,000 brands and retailers globally in industries including consumer packaged goods, beauty, technology, foodservice, and food consumption. H-E-B-specific data refreshes daily to analyze over $38 billion in annual retail sales. Suppliers interested in purchasing data should reach out to Circana for pricing at contactus@circana.com.

H-E-B Vendor Information Portal features include:

  • Custom-syndicated and private shopper model with custom-defined categories, enabling alignment with H-E-B’s internal business.
  • Custom geographies that segment stores by H-E-B line of business, region, districts, and economic clusters (Up, Value and Core).
  • More than 500 syndicated measures and hundreds more in the shopper model, with prebuilt best-practice templates adopted by H-E-B’s merchants to drive business decisions.
  • Integrated datasets across POS and shopper models, enabling easy and efficient cross-category reporting and shopper insights.

The data will answer the following questions for H-E-B Suppliers:

  • Identify if my brand is getting its fair share of the category and H-E-B is getting its fair share of my brand in the market.
  • Analyze category trends in H-E-B’s hierarchy at the commodity-, sub commodity-, brand- and item-level.
  • Drill down to the store level and track sales by H-E-B economic clusters (up, value, core).
  • Learn how new products drive category and buyer growth.
  • Use gain loss to understand switching behavior of branded items in my category.
  • Use basket affinities to understand shopper behavior and grow basket size.