Welcome to Club Publix

Publix Super Markets, which long resisted industry trends toward shopper-card programs, is now formally launching a digital loyalty program called Club Publix that is built around personalized offers.

The Lakeland, Fla.-based retailer said the new program would stitch together offerings already available on the Publix mobile application or to its website subscribers, including early notifications of buy one, get one offers and other sales, the ability to pay with the Publix app, and the option to receive e-receipts. Club Publix adds additional personalization to these digital features with what it called exclusive member perks and personalized content, the company said.

In an announcement about the new offering, Publix acknowledged “personalization is everywhere.” It cited Salesforce data saying that 84% of consumers say being treated like a person, not a number, is very important to winning their business, and that 74% of consumers expect companies to understand their needs and expectations.

“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 VP 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.”

Current publix.com account holders will automatically be enrolled in the program and can immediately take advantage of these benefits. Others can sign up online or by downloading and registering in the Publix app.