Dive Brief:
- Publix has launched Club Publix, its first-ever personalized loyalty program, according to a company press release.
- The program offers customers features like early sale notifications and the ability to scan the Publix app to pay and receive e-receipts. Club Publix will also offer exclusive member perks and personalized content, the company said.
- Customers who currently have Publix accounts will be automatically enrolled in Club Publix. Others can text, download and register on the app or go online to enroll.
Dive Insight:
For years, the beloved southeastern grocer has kept customers coming back without a traditional loyalty program in place. Publix has said the absence of a loyalty program means all customers have access to the same deals. Instead, it’s banked on popular BOGO sales, customer service, coupons and private label products to attract shoppers.
Now, Publix is changing course as competition surges and other retailers sharpen their rewards programs. The retailer is pushing its shoppers toward its website and app with the launch of the new rewards program, which will help it track customer behavior and data more closely in addition to creating more tailored offers for customers.
The key to Publix's new rewards program is personalization. Shoppers are so used to personalized online shopping, that they expect that same treatment in-store too, Frank Beard, an analyst at GasBuddy recently told Grocery Dive. According to Loyalty360, personalization offers a one-on-one relationship with shoppers and shows them the company values them as a customer.
If Publix's loyalty program takes off, it can be a direct line to the shopper, ultimately driving sales. But in order to create that personalization, Publix needs data, and because it doesn't have an existing loyalty program, accruing that data may take time.
Publix’ new loyalty program follows a recent announcement from Giant that it would launch a more flexible rewards program. Giant emphasized the flexibility for program members while Publix is touting personalization, but ultimately these refreshes are helping retailers adjust to evolving shopper expectations and a new omnichannel reality.
