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Publix leaps into club membership game with Club Publix

Marketing VP Mark Irby says free program brings customers ‘more personalized’ experience

Russell Redman

March 12, 2020

2 Min Read
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Shoppers who currently have Publix.com accounts will be enrolled in Club Publix automatically and can start accessing the program’s benefits.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.

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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.

Related:Publix closes out 2019 fiscal year on up note

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. 

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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