H-E-B is beefing up its executive ranks as it continues to aggressively expand its digital offerings.
The San Antonio-based retailer said Monday that Jag Bath, CEO of Favor Delivery, has been named H-E-B’s chief digital officer.
Bath will continue in his leadership role with Austin-based Favor, which H-E-B acquired in February. Founded in 2013, Favor uses an app and its website, favordelivery.com, to arrange deliveries from restaurants and other businesses in cities across Texas using a team of 50,000 runners.
“I’m excited to take on this new role as we accelerate H-E-B’s efforts to become the digital industry leader in Texas,” Bath said in a written statement. “The investment we are making is reflective of the importance of building out new digital products and services to complement H-E-B’s world-class brick-and-mortar stores.”
Bath will report to Martin Otto, H-E-B’s chief operating officer.
“Jag is a leading national figure in the digital space and this appointment reflects the central importance of building out H-E-B’s omnichannel service to meet customers’ evolving needs and expectations,” Otto said. “Our primary goal is to enable our customers to shop, pay for and receive their products in whatever way they choose – all while delivering an exceptional customer experience.”
In addition to the Favor acquisition, H-E-B has undertaken a number of digital initiatives to help position itself at the industry’s forefront, including H-E-B to You delivery service and H-E-B Curbside, which is available at about 100 stores now.
By year’s end, the chain expects to double the number of locations with curbside pickup.
H-E-B also sells a variety of products on its website, heb.com, that can be shipped to 48 different states, as well as military bases around the globe.
H-E-B has 400 stores in Texas and Mexico, with several more in various stages of development. Annual sales for the retailer are $25 billion.