Publix Aims to Drive Sales Inside the Supermarket with Loyalty Program

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Feb 11, 2002
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Lakeland, Fla.-based Publix Super Markets’ new Pix convenience stores have added a loyalty program tying sales at Publix supermarkets to gas prices at its two Pix stores, according to The Online Ledger.

In January, Publix shoppers who spent $100 or more on groceries at one time got a coupon for five cents off per gallon at Pix gas pumps, with a maximum of 20 gallons. That coupon is good until March 2. The gas coupons were only given out at the Publix supermarkets adjacent to Pix stores, and they are accepted at either Pix, according to Publix spokesman Lee Brunson.

This month, Publix supermarket shoppers who buy a 24-pack of Pepsi will get a coupon for five cents off each gallon of gas. Brunson would not comment on whether Pepsi or Publix is funding the gasoline discount according to the report. Loyalty programs will continue to be offered in the future. The program is meant to drive sales inside the supermarket and introduce customers to Pix, Brunson explains.

Publix has opened only two of its initial four Pix in Lakeland and Winter Haven. Both stores have 1,200-square-foot, “kiosk”-style buildings flanked by gas pumps on each side. Stores in Deltona and Kissimmee will open belatedly this spring, Publix spokesman Lee Brunson says. These stores will be larger than the first two, at about 4,000 square feet. Brunson speculates that environmental issues involved in putting gas tanks in the ground might be tying up the process. Publix says it will test the Pix concept for six months to a year before deciding whether to expand it.

Moderator Comment: Will the Publix/Pix program and
others similar to it create more loyal customers?

The Publix/Pix program like most other “loyalty” programs
used by retailers seems intended more to induce trial than to promote loyalty.
[George
Anderson – Moderator
]

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