Publix Goes Personal with New Club Publix Program

Need to Know

• American supermarket chain, Publix has launched its first membership program to help build relationships and connections with its customers and provide them with targeted promotions and personalized content based on their shopping history. 
• The free program will tie in multiple digital features and allow customers to receive eReceipts, and the ability to pay by scanning the app. 
• Florida-based Publix operates more than 1,200 locations across the US and reported over $36 billion in retail sales for the fiscal year 2018.

Analysis

Customers have come to expect personalized shopping experiences. In fact, Salesforce reports that 76% of consumers expect companies to understand their needs and expectations. With its new membership program, Club Publix, the grocer hopes that personalization will build loyalty and sales. 

“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,” Mark Irby, VP of marketing for Publix, said in a press release. “Customers who join the free program will enjoy a more seamless shopping experience, one that’s more personalized to their individual needs and preferences.” 

Like the wildly successful PC Optimum Rewards Program (it currently has over over 18 million members), Club Publix bundles together a number of digital features, including early notifications of buy-one-get-one (BOGOs) and other sales, the ability to pay within the Publix app, and the option to receive e-receipts. The grocery will also tie in targeted personalized marketing to these digital features with exclusive member perks and personalized content.

Publix also recently announced plans to launch a new meal delivery service and updated app in partnership with Instacart.

“At Publix, we’re always looking for ways to ensure our customers have the best experience possible, both in our stores and online,” Maria Brous, Publix director of communications said at the time of the announcement. 

59% of customers report that tailored engagement based on past interactions is very important to winning their business. Although Publix’s move to personalize its customer experience seems to come late in the game, it represents steps necessary to compete with industry and personalized marketing giants like Amazon.