Publix’s membership program takes a personalized route

Publix is looking to take a personalized approach when it comes to its membership program, Club Publix.

The free program bundles together such digital features as notifications of BOGOs, other sales, the ability to pay by using the retailer’s app at checkout, and the option to receive digital receipts.

In addition, Club Publix offers member-exclusive perks and personalized content, the Lakeland, Fla.-based company said.

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

Those enrolled as publix.com account holders automatically will be enrolled in Club Publix. Others interested in participating can sign up via the Publix mobile app.