Publix to Pilot Personalized Offer Program

Publix Super Markets Inc. plans to introduce a pilot program this month that will provide customers with personalized offers, based on their shopping history.

“We are piloting some personalization options for customers who have opted in to receive these promotions when signing up for digital coupons,” Publix spokeswoman Nicole Krauss told Progressive Grocer, confirming several media reports on the initiative. "Because this program is still in testing, not all customers who opt in will receive additional promotions at this time. Based on the outcome of the pilot, we hope to be able to offer more options to help enhance [the] shopping experience in the near future."

As to why Lakeland, Fla.-based Publix, which operates 1,077 stores in Alabama, Florida, Georgia, North Carolina, South Carolina and Tennessee, decided to launch such a program, Krauss explained: "Our customers have shared with us that access to more personalized offers [is] important to them. Because they've expressed this interest in these types of offers, we are exploring different avenues to both save our customers money as well as enhance their shopping experience."

According to Krauss, all Publix customers can sign up for the program to receive personalized offers, promotions and opportunities through the company's digital coupon selection page.

The program is a first for Publix, which has so far resisted implementing a traditional loyalty program, according to Coupons in the News, which notes that Kroger and Safeway are among the supermarket chains that already offer personalized digital coupon programs. Both Kroger and Safeway's offers are linked to their respective loyalty programs.