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HY-VEE® HSTV

A SHOPPABLE EXPERIENCE

Hy-Vee, Inc. is an employee-owned grocery retailer headquartered in West Des Moines, Iowa, with more than 285 stores across eight Midwestern states. Founded in 1930, Hy-Vee is known for its slogan, “A Helpful Smile in Every Aisle,” and its reputation for innovation, customer service, and community engagement. In addition to its traditional grocery and pharmacy offerings, Hy-Vee has invested in digital platforms, e-commerce, and original content such as HSTV—a video network that brings cooking, lifestyle, and entertainment content to customers.

While HSTV’s shows generated viewership, the platform struggled with low repeat engagement and high bounce rates. Having partnered together on previous digital products, Hy-Vee turned to Shockoe.

Creating a Brand for Growth

Hy-Vee created HSTV as a branded content hub to inspire customers with cooking shows, recipes, and lifestyle entertainment, but to be truly successful, the HSTV brand needed to extend beyond the website and into customers’ daily lives.

01

APPROACH

02

IMPACT

03

EXPERIENCE

01

APPROACH

Hy-Vee partnered with Shockoe to define, design, and build a unified mobile and web application experience.

STEP 1

Plan, Assess, and Design

Define business goals, customer needs, and digital execution plans

STEP 2

Develop, Test, and Repeat

Creating intuitive, on-brand solutions, focusing on quality and scalability

STEP 3

Release and Maintenance

Supporting launch and maintenance across devices and platforms

STEP 4

Measure and Improve

Analyzing performance to optimize and enhance your digital solutions

02

IMPACT

Transforming a passive video site into an engaging, shoppable digital experience.

Defining a Foundation for E-Commerce

Following discovery workshops, user interviews, and competitive assessments, Shockoe proposed that the mobile and web applications be centered around the three pillars below.

  • Discovery – Make it easier for viewers to find shows, recipes, and products relevant to their interests.
  • Curation – Provide contextual recommendations based on watch history and trending content.
  • Anticipation – Encourage repeat visits with subscriptions, notifications, and content drop reminders.
Entertainment, Meet Convenience

The mobile and web applications were built using features that would deepen user commitment and connect back to Hy-Vee’s grocery business.

  • Home & Explore – Trending and previously watched videos, and tools for finding content by show, recipe type, or lifestyle category.
  • Personalization – Ability to subscribe to shows, receive push notifications, and see contextual recommendations.
  • Shop Integration – “ShopHSTV” functionality creates a convenient way for users to shop Hy-Vee online.
Engagement that Boosts Loyalty

By turning HSTV into a mobile-first, shoppable network, Hy-Vee was able to strengthen customer loyalty and expand digital revenue opportunities.

  • Higher Engagement: “What’s Next” discovery led to more videos watched per session; push notifications drove habitual use, moving viewers from casual to committed.
  • Content-to-Commerce: “Shop the Show” features connect inspiration to purchase and lead to revenue.
  • Brand Differentiation: Positioned Hy-Vee not just as a grocery retailer, but as a lifestyle brand.

03

EXPERIENCE

Let the work do the talking.

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