In an extremely data-driven world, the ability to connect with customers is more important than ever. Customers are willing to offer up more personal information, but it is up to brands to put that data to work to create personal connections with their audiences.
This is the exact strategy that Publix has put into place by launching its first personalized membership program, Club Publix. The free program bundles together several digital features, including early notifications of BOGOs and other sales. The program also offers the ability for customers to pay with a simple scan of the Publix App and the option to receive e-receipts. Club Publix adds personalization to these digital features with exclusive member perks and personalized content. Current publix.com account holders will automatically be enrolled in the program and can immediately take advantage of these benefits. Others can quickly sign up for the new program through Publix’s website, mobile app, or text message.
“We’re always looking for ways to create a more convenient and rewarding shopping experience for our customers that delivers more of what matters to them,” said Publix Vice President of Marketing Mark Irby. “Customers who join the free program will enjoy a more seamless shopping experience, one that’s more personalized to their individual needs and preferences.”
Publix, the largest employee-owned company in the U.S. with more than 200,000 associates, currently operates 1,243 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina, and Virginia. Publix is privately owned with 2019 sales of $38.1 billion. For 23 consecutive years, the company has been recognized by Fortune as a great place to work. Also, Publix’s dedication to superior quality and customer service is known as a leader in the grocery business.
“We continue to see that grocers are focusing on overall customer loyalty and experience, instead of simply being discount focused,” said Mark Johnson, Loyalty360. “While customers are, of course, interested in saving money on products, the grocery industry is evolving in many ways, one of which is offering more personalized communications and experiences to keep pace in an extremely competitive industry.”
While Publix has not traditionally offered a loyalty program, Club Publix will now “get personal” with customers, with the hope of deepening the connection the brand already has with its loyal following.