Publix leaps into club membership game with Club Publix

Eyeing stronger relationships with customers, Publix Super Markets has rolled out a no-fee club membership program called Club Publix.

Launched yesterday, Club Publix offers customers a bundle of digital shopping tools, advance notice of deals and discounts, exclusive savings, personalized content and other perks, Lakeland, Fla.-based Publix said.

Club Publix offers digital shopping tools, advance notice of deals and discounts, exclusive savings, personalized content and other perks to customers.

Shoppers who currently have Publix.com accounts will be enrolled in Club Publix automatically and can start accessing the program’s benefits, according to Publix. Customers without an account can join by downloading and registering in the Publix mobile app, available at Publix.com/clubpublix, or by texting JOIN to 782549.

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

Through Club Publix, members will receive first notification of BOGOs and other sales plus exclusive, customized perks and coupons based on the items they buy. Publix also will provide members weekly ad “sneak peeks”; advance notice of new product launches; and personalized product pairings, tips and updates reflecting their tastes.

Digital features available via the Publix app include scan payment in stores, quick reorders of favorite products with a few taps on a smartphone, e-receipts that help track purchases, and the ability to create and save shopping lists.

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In addition, Club Publix members can support a designated school through Publix Partners, and the retailer will give a portion of sales to those institutions. Also, in limited markets, members can invest in their community.

Publix noted that today’s shoppers value and expect personalization from retailers. Citing research findings from marketing technology specialist Salesforce, the grocer said 84% of consumers think being treated like a person is very important to winning their business, and 74% 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,” Irby stated.

Publi currently operates 1,243 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.