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H-E-B creates chief digital officer role

Appointment of Favor’s Jag Bath underscores omnichannel growth plans

H-E-B’s sharper focus on digital has brought a new executive to its C-suite.

The Texas supermarket chain said late Monday that it has named Jag Bath to the newly created post of chief digital officer. Bath also will continue as chief executive officer of Favor Delivery, the Austin-based on-demand delivery service that H-E-B acquired in February.

As chief digital officer, Bath will oversee all of H-E-B’s digital products and services as the retailer expands its omnichannel presence. He reports to Martin Otto, chief operating officer at San Antonio-based H-E-B.

"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 (left) said in a 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."

H-E-B noted that Bath brings key skills as an e-commerce entrepreneur and innovator to the company’s efforts to ramp up its omnichannel capabilities and offerings.

"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 stated.

Besides the acquisition of Favor — which was founded in 2013 and is now available in 50 cities across Texas — H-E-B has continued to expand its HEBtoyou Delivery and H-E-B Curbside. The services, now offered in more than 100 locations, are slated to become available in 200 locations during 2018.

Customers also can order grocery, drug and general merchandise products online at HEB.com and have the items shipped to 48 states and military bases worldwide.

"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,” Otto added.

H-E-B, which generates annual sales of $25 billion, operates 400 stores overall, including about 340 stores in Texas and nearly 60 stores in Mexico.

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