Venture

Robert Trigaux

Publix Super Markets preps for March 15 chain-wide rollout of new digital coupon service

12

February

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Wake up and good morning. After testing its digital coupon service in its Ocala stores and in Alabama, Publix Super Markets is about to go system-wide with a March 15 introduction of a pretty cool system that, with minimum effort from shoppers, makes it easier to save money at the checkout counter. Some Tampa Bay stores may start offering the service later this week. It requires no loyalty card.

Here's how it works. Sign up for digital coupons on this Publix web site page. It requires the shopper to give Publix their phone number which shoppers can then enter at the checkout keypad (or just tell the cashier). The number identifies who they are and allows automatic deduction of any digital coupons chosen online in advance by the shopper whose product was purchased. No fuss, no muss. The Publix web site currently features about 100 digital coupons

Winn-Dixie recently unveiled a similar program that uses the more traditional rewards card system at the checkout counter to deduct pre-chosen coupons. Read more here.

The Publix digital coupon program appears to be supported by a North Carolina company called Inmar. The Winston-Salem company specializes in coupons and digital promotions.

What's in it for shoppers? An easier way to save money and not miss relevant coupon opportunities. What's in it for Publix? Via Inmar, this is another tool to build customer loyalty. More to the point, it is a system that allows Publix to capture more detailed (and already digitized) and specific information about individual shopper preferences that can be churned through Inmar's analytics to help make Publix shopping more personalized for the customer and more profitable for the company.

-- Robert Trigaux, Business Columnist, Tampa Bay Times

 

[Last modified: Tuesday, February 12, 2013 5:38pm]

    

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