Publix gets personal with new membership program

Dan Ochwat
Executive Editor
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Publix stepped up its loyalty with a new membership program that has a more personalized focus for its shoppers. It’s called Club Publix and members will receive personalized digital content based on what they shop for and are interested in.

Current account holders will automatically be enrolled into the new, free club program. Those users as well as newly enrolled users will have access to other features through the program such as advanced notifications on sales, mobile pay through a simple scan over the Publix app, e-receipts instead of printed ones, saved shopping lists and automatic reordering options, personalized coupons based on purchase history, and personalized digital content.

Club Publix and the more digitally focused content may provide the retailer a way to get its private brands in front of shoppers in a more omnichannel way.

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

New members can sign up by visiting, downloading and registering in the Publix app, or texting JOIN to 782549.

The retailer, based in Lakeland Fla., operates more than 1,200 stores in Florida and southern states.