Minding my own business, I was traveling form the Egg and I Restaurants located at 183 and Lakeline Blvd to my office out in Volente.
As I headed north and circled underneath 183 to head south, I encountered an interesting banner hanging in in front of a familiar Texas-based and founded supermarket.
The banner was quite interesting. You could tell this company put a lot of effort in branding this new service offering for their customers.
In a world of always connected devices, even a supermarket, also known as a grocery market or store, is finding a way to use the internet to its advantage.
I’m sure you’re wondering what company I’m referencing, right?
Well, it’s no other than HEB.
Originally opened as C.C. Butt Grocery Store in Kerrville, Texas, HEB is a privately held American company founded in 1905 by Florence Butt.
It became recognized as HEB due to Florence’s son, Howard E. Butt, although it’s slogan is Here Everything’s Better.
Today, it’s based in San Antonio, Texas and has over 375+ stores and counting.
But back to the HEBToYou.com banner and newly promoted service of ordering online and picking up your groceries with curbside service.
Just seeing HEBToYou.com doesn’t really mean anything to me, how about you? I get that it’s a short domain, but it doesn’t convey grocery delivery other than the obvious HEB mark.
See grocery delivery to the home or grocery curbside service is not new with many services, such as InstaCart, in a growing US market.
However, these reason I found the banner and domain interesting is because of the use of the HEB brand paired with other keywords that describe their new order online and pickup service.
I personally think that HEB could have chosen a more descriptive keywords coupled with their brand when selecting a domain for their new service.
What’s more interesting to me is that HEB doesn’t own or use the following domain names:
And even more intriguing is that HEBToGo.com is registered and parked with HEB links on it.
This type of tasteless action is straight up cybersquatting and can be nowhere near being classified as domain investing.
Domain investors know better than to register domains containing registered or service marks.
HEB could go after the person or company via filing a UDRP, but I would check with legal before doing so.
Should they pursue WIPO action, also known as UDRP, it’s recommended that they or any victim of cybersquatting hires an attorney that specializes in Intellectual Property (IP) or specifically domain names.
Before you or anyone else goes and starts filing UDRP complaints because an owner won’t sell you a domain, be sure that you own the registered or service mark and that the domain contains the mark.
Also, be sure the registered or service mark is not recently registered as this won’t go far in terms of legal action.
In fact, such false claims may get you and your company classified as a reverse domain name hijacker.
Nevertheless, I think the idea of a curbside grocery service is a differentiator for HEB amongst a growing number of Texas grocery competitors.
My point is that I think HEB did an okay job with the banner advertisement, but I believe they could have chosen a more descriptive domain.
What do you think?