H-E-B grocery chain uses Elasticsearch to provide fast, relevant search for Central Market customers using their app, as well as the full Elastic Stack to understand customer behavior and drive more revenue.

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Karl Kevilus
H-E-B - Central Market, Enterprise Architect
June 18, 2019 @KarlKevilus
The Elastic Stack
Building Blocks of
Innovation

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"Relentless dissatisfaction with
where we are."
- Florence Butt

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What is H-E-B?

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What is H-E-B?
… as a Grocery Retailer?

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What is H-E-B?
… as a Barbecue Chain?

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What is H-E-B
… as a Disaster Response Team?

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What is H-E-B?
… as a Community Service Organization?

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What is H-E-B?
… as a Venture Capital Firm?

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What is H-E-B?
… A Delivery Company?
1909 – Sold ‘Balky’ and wagon and
upgraded.
1916 – H-E-B’s Fleet is upgraded
with a new Model-T
1905 – Baby carriage, upgraded to
$3 Express Red Wagon in 1906.

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What is H-E-B?
… a Digital Technology Company!

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NICE Satmetrix 2019 NPS Leaders By Industry
… Who Else?

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Washington Post – Best eCommerce Companies to work
for
… Who Else?

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H-E-B Digital Innovation
Digital Innovation Lab in East Austin

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Central Market Digital
Digital Innovation Lab in North Texas

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The perfect building
block for digital
innovation

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Catalog Search

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Identifying Products with Google Vision and Elastic Cloud
Vision + Brand + OCR

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More Like This Query
Finding Similar Products (Sandwich Cookies)

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More Like This Query
Finding Similar Products (Homemade Vanilla Ice Cream)

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More Like This Query
Finding Similar Products (Cookies and Ice Cream)

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More Like This Multiple Products
Simple query with multiple ‘Must’ MLT objects
{"must":[{
"more_like_this" : {
"fields" : ["ingredients","title"],
"like" : [{"_index":"products",
"_type": "product",
"_id":"[PRODUCT A]"} ] } },{
"more_like_this": {
"fields" : ["ingredients","title"],
"like" : [{"_index":"products",
"_type": "product",
"_id":"[PRODUCT B]"} ] } }
]
}

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Near Real Time Dashboard

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Order History Personalization

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Products in Orders Aggregations Code:
Simple Aggregations:
{"query":{"match":{
"customerHash": "xXxXxXxXxXxXxXxXxXxX"} },
"aggregations": {
"previouslyPurchased": {
"terms": {
"field": "product.id",
"size": 100
} } }, "size": 0}

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Probability Theory – Significant Terms

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You May Also Like Aggregation:

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You May Also Like:
Simple Aggregations:
{ "query": { "bool": { "must": [ {[{"match": {
"product.name": "Fiorucci Uncured Pepperoni, 4 OZ"}}]}},
"aggregations": { "recommendations": {
"significant_terms": {
"field": ”product.name",
"exclude": [" Fiorucci Uncured Pepperoni, 4 OZ "],
"size": 10,
"min_doc_count": 3,
"chi_square": {}
}
}, "size": 0 }

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Products in Search Boosted by Cart Items

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Real Time Personalization

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Real Time Personalization

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• Kibana Spaces
• Elastic Graph
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• Machine Learning
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