How this grocer extends shopper relationships via social

Texas-based grocery chain H-E-B shifted its marketing strategy toward digital amid the pandemic with a shoppable Facebook Live series featuring tutorials with local chefs that garner hundreds of thousands of views. Giovanna Dimperio, H-E-B’s senior director of digital marketing, says the videos help the retailer continue relationship building with shoppers off-site, create brand awareness and generate a “sense of community” through comment interactions.



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