Publix Super Markets, Lakeland, Fla., plans to launch a website that will allow shoppers to register for special offers without needing a loyalty card, according to local reports.

The site will enable customers to get customized notifications about deals and coupons on their smartphones when they enter a store — similar to programs the chain has for baby foods, pet supplies and wine, the reports said.

Publix reportedly plans to test the website at some stores in the next few months.

Chain officials could not be reached for comment.

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