Personalization is everywhere. We expect retailers to recommend products we may be interested in buying. We like getting savings based on what we purchase. In fact, according to research conducted by Salesforce, 84 percent of consumers say being treated like a person, not a number, is very important to winning their business. Furthermore, 74 percent of consumers expect companies to understand their needs and expectations.

Publix said building relationships and connections with customers is a key part of its strategy, so the company has launched its first personalized membership program, Club Publix. This free program bundles together a number of digital features, including early notifications of BOGOs and other sales, the ability to pay with a simple scan of the Publix app, and the option to receive e-receipts. Club Publix adds personalization to these digital features with exclusive member perks and personalized content.

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