Publix Customer EngagementFor a while, it seemed that social media was something some brands attempted to spark customer engagement and customer loyalty, while other brands observed from afar. Today, the use of social media as a customer engagement tool appears to be a major factor for many brands.

Just ask Publix Super Markets.

Maria Brous, Director of Media & Community Relations, Publix Super Markets, talked to Loyalty360 about how loyal customers of the 86-year-old company use social media for many of their interactions.

There is a lot of talk about new media (social) and how it can increase impact. How is social media being used differently today than a year ago, and how do you see it changing over the next year?

We have seen more customers use social media as part of their Publix experience. In the past year, more customers have utilized our Facebook page to ask questions, share their shopping experiences, and learn more about Publix. With that, there is an understanding that social media will be able to respond quickly and effectively. Social Publix Customer Engagementmedia isn’t something anymore that just a niche group uses for customer service.

We have seen even more of our customers love content focused on tips and ideas to help save time or make things easier in their life as it relates to cooking, preparing food, and planning.

Compared to last year, our customers are interacting more with video content. For both video and a photo with text, we’ve found that it’s important to engage our customers while they are scrolling their feeds. If it’s easy to absorb and compelling or just fun, they’re more likely to comment and also share it with their own friends to further the dialogue.

What is the key to effective customer engagement?

You have to meet your customers where they are. If you ask the question, then you need to listen to the answer. Above all else, it starts with a company’s culture and the value they place on the customer experience.   

How has mobile impacted your business, and what is your outlook in this regard for the future?

We recognize that our customers want to engage quickly and conveniently. As we make business decisions, we explore the impact to our customers and determine how to create the WIN. We look at the use of mobile to help our customers engage with us outside of our stores, but also as a way to move through our stores quickly and efficiently through services such as Publix Online Easy Ordering, our product catalogs and the plethora of information located on our company website, www.publix.com.     

There are a lot of metrics, studies, and benchmarks in the market around CX. What are the ways you measure that have led to such great success?

We have departments committed to filtering through the information as a part of their daily interactions. However, we are still most connected directly to our customers. It’s the interactions they have in our stores and on our online community – and extension of our in-store experience. We learn most from our customers – sharing their thoughts, praises and suggestions. The same is true with our associates. The highest compliment we can receive is when a customer or associate refer to us as “Their Publix”. 

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