Leaders in Customer Loyalty, Powered by Loyalty360
Leaders in Customer Loyalty, Powered by Loyalty360
Publix: Cultivating Customer Loyalty by Enhancing the Customer Experience
Publix was founded in 1930 in Winter Haven, FL, by George W. Jenkins and is one of the 10 largest-volume supermarket chains in the country. The brand’s retail sales reached $54.5B in 2022, and Publix is expanding into new markets, with stores opening in Kentucky and enlarging the supermarket’s footprint to eight states.
Employee-owned, the company is both customer- and associate-centric. A commitment to caring for and serving the communities in which stores are located is demonstrated through the brand’s focus on corporate social responsibility (CSR). This year, Publix donated $10M to charities dedicated to alleviating hunger.
Mark Johnson, CEO of Loyalty360, spoke with Maria Brous, Director of Communications at Publix, about the Club Publix customer loyalty program, customizing the shopping experience through personalization, and the brand’s goal to always evolve.
Good afternoon, good morning. This is Mark Johnson from Loyalty 360. I hope everyone's happy, safe and well. I want to welcome you to another edition of our Leaders in Customer Loyalty series. In this series we see the leading brands, the players, seeing and hearing on the front lines of Customer Channel and Brand Loyalty. Today we have the pleasure of speaking with Maria Brous, who's the Director of Communications at Publix. How are you today, Maria?
Maria Brous:I'm doing well, Mark. How about yourself Doing well? Thank you.
Mark Johnson:Thank you very much for taking the time to talk to us today. First off, we start these on a more personal level. Like you can know the image you're speaking with, so I'd love to know a little bit more about you your current role at Publix, maybe a job or two before that, if you had one, what you did, and then also a fun fact or a passion that you may enjoy outside of work.
Maria Brous:Okay, all great. So I'm Maria Brous, like you said, director of Communications for Publix. I handle our associate communications as well as our media partners. On the earned side, I've been with Publix for 32 years, started as a front service clerk when I was 14 and had the great opportunity to continue developing with Publix to my current role. So I've worked in everything from out the store and then progressed through on the support side of it. So it's been a great experience. A fun fact about me for as much as I am the face and voice of Publix, you would not recognize me on the sideline of my son's high school football team, so I try to keep it all contained.
Mark Johnson:That's good, so you don't scream or yell at the games. Then that you're saying.
Maria Brous:If I do, I'm doing it inc ognito okay.
Mark Johnson:That's good. I have two daughters that just started division one sports.
Mark Johnson:One soccer and one is swimming. So soccer has been up and down, so I definitely don't yell anymore. With swimming, you have to scream and yell but they can't hear you anyway. So who knows? But anyway, for Publix for those who may not be familiar with Publix, I'm a big fan, speaking of sports. I do a lot of travel with my daughter, daughter's down for soccer, and every time we go anywhere in the Publix's, Publix subs are the best in the world, by far and away, hands down, no questions. So not to plug, but I heard there was a rumor them being one in Cincinnati. But the subs are someone introduced me, probably three years ago my holy cow, they're amazing. So, but a side note.
Maria Brous:No, I definitely appreciate that. But to your point, if they're unfamiliar with Publix, we operate in seven soon to be eight states. So Kentucky will be our newest state.
Mark Johnson:That will be entering the market.
Maria Brous:We have 250,000 associates, we have about 1350 stores and we are the fastest growing and privately held supermarket in the US.
Mark Johnson:Okay, your loyalty program, Club Publix. Could you give us a brief overview of the program and how the program works, how members can engage with it and, maybe more, some of the benefits of the program for the customer?
Maria Brous:Absolutely so. I think, first and foremost, the customer experience is always at the heart of what we do, and that includes our associates as well. So associates and customers can participate in Club Publix. They can download the app and be able to enter their information and as they check out at the register when they're in our stores, they can plug in their telephone number. And as they plug in their telephone number, they get all kinds of perks for participating.
Maria Brous:So, whether it's surprise and delight treats that we give them, or whether it's couponing, or whether it's suggestions, they also have the opportunity to opt into the different programs that they want to hear more about through Club Publix. So if they have an affinity for pets, or if it's pharmacy, or if it's philanthropy, what do they want to hear more about so they can always elect to hear more. But it really is giving them the opportunity to keep everything conveniently located for them. They can have their, they can clip coupons in their digital wallet. They can also go receiptless and they can get a kind of an e-receipt. So, and then when communications go out to our customers, we use our Publix what they've elected to sign into to provide information, company information as well.
Mark Johnson:Okay, I know. Recently the super market charities donated $6 million to 36 Feeding America partner, food banks and more than 300 other non-profit organizations this year. Corporate social responsibility is very important to brands. It can be a big opportunity. What role does a CSR play in your culture and to help enhance employee engagement potential? We'd also drive that larger customer loyalty opportunity.
Maria Brous:Absolutely. It's paramount to who we are. It's ingrained in our fabric. It has been since 1930, when George Jenkins or how we refer to him as Mr George started Publix. We believe that it's a privilege and a responsibility to give back not only to our customers and to our associates, and also to the communities that we serve. Publix charities is huge in helping us make that commitment to giving back. This year, as you mentioned, in September we made a $6 million announcement, but that was in addition to the additional $4 million, so for a total of $10 million to Feeding America partner food banks as well as other non-profits in alleviating hunger.
Maria Brous:As a food retailer, we know the single biggest impact we can make is in hunger alleviation, and it's what resonates with our customers as well. It does drive loyalty. I mean customers want to feel good about the brands they shop with and they want to know that the companies are also giving back. Not just asking them to give, because that does occur too. But we also think that there is opportunity by having skin in the game and we want to be able to give back and make the communities better than what we found them in and leave a legacy behind. So for us it really is intertwining. It's who we are and what we do, and the great outcome for that is also customer loyalty. But it's who we are, it's why we do it.
Mark Johnson:Okay, having launched the Club Publix program in 2020, in what role has voiced the customer feedback and kind of data in their perspective played in evolving the program to meet and fit the customer needs?
Maria Brous:Well, I think it's an interesting question, mark. Clearly, we all remember what happened in 2020, and we know that there's been customer behavior has evolved and been different. So I think that we are starting to see kind of shopping habits and everything that pertains to being post-pandemic, as we are coming out of the pandemic, really reverting back to what the new norm is. So I think, for us, we've always been customer-centric on feedback and associate-centric on feedback. We want to hear from our customers and associates about how they're using the program and the benefits of using it. It's still in its infancy, I think, you know, as we launched, and we've made slight modifications along the way, but we continue to modify it, whether it's a direct outreach to us, whether it's, you know, through anecdotal feedback that we receive or through customer experience. So our goal is to continue to make it easier for our customers to have a convenient and pleasurable shopping experience, whether they're in store or online, and that really is what it comes down to we want to take care of all of our customers.
Mark Johnson:Excellent. When you look at where it is now, where do you see a voice to the customer or even the program evolution going forward?
Maria Brous:Yeah, I think it's still too early to tell, Mark. I think for us there's always the ability that there's opportunity to grow and to modify based on customer behavior. I think for us it's making sure that our customers know the benefits to entering their telephone number at the point of sale so that they know they can get a customized shopping experience, and reinforcing that behavior time after time so that they can continue to add up the perks and rewards that we have. I think, as consumers continue to use that behavior, I think that the program will continue to evolve. I think it's still too early to tell, but I do think there's opportunity to grow and we're excited to see where it goes.
Mark Johnson:That's awesome when you look at emerging technologies. A great deal of discussion around emerging technologies. We meet with our brand community and discuss what they may be looking at where they're going AI, personalization, proximity marketing all of big topics. What are some emerging technologies that you may look to implement or would like to learn more about for your customer loyalty efforts going forward?
Maria Brous:I think the great part about what we do at Publix Mark is that it's integrated in our approaches. We don't work in silos. Our technology department, which is an amazing team of over a thousand associates strong, that work on our technology team as we look at evolving technologies. We're always looking at customer convenience. We never forget that. That's what we're here to do is to serve customers, which includes our associates. I think, as we talk about brands, we're very inclusive, that when we talk about our customers, that includes our associates. It goes hand in hand. I think that, yes, we're looking at all kinds of technologies as they evolve, whether it's AI, whether it's implementing technology. Self-checkout is another topic that comes up, but I think it's always. How do we enhance that shopping experience? Grocery delivery is an arena where we are very big in. We are partnering with Instacart for delivery. We do curbside pickup as well. For us, it has really been a process of meeting customers where they are. Everything's on the table and we look at all technology to determine how it can best fit within our culture.
Mark Johnson:Personalization is a very important topic for brands today. Grocers, I think would be very important as well Just understanding the customers, their data, obviously leveraging it in a prudent way. How are you looking at personalization? What does it mean to Publix and how are you capitalizing on the personalization opportunity, especially with some of your brand partners?
Maria Brous:I think for us, it's about customizing that shopping experience for that customer to make it the best experience it can be, whether it's helping customers make selections, convenience service, being able to construct those shopping lists, being able to duplicate that, being able to be seamless transactions, being able to place their phone and do Apple Pay or Google Pay and being able to hey, just like other companies another retailers have been doing this for a very long time but if you purchase XYZ, you may also like this here. I think it's trying to show value to that customer to say, while you're part of this big family that we have, we recognize you as an individual and the needs that you and your family have. We see that this is a good opportunity for you and helping them make those selections. Personalization is big. I think our customers always expect us to provide them with convenience, provide them with service, provide them with value and ultimately, kind of evolve with the times. I think that that is pretty much what the expectation is.
Mark Johnson:Okay, when you look at evolving the evolution big change, as you mentioned, going through COVID, buying online, picking up in-store delivery, right or curbside very rapid set of developments that impact your groceries and all retailers. Frankly, when you look at your customer's evolution, how do you see them changing, coming out of COVID and going forward, and how are their preferences or expectations changing?
Maria Brous:I think it's been super interesting to see that evolution occur. I think one of the things that we're very clear on is that we want to again going back to meeting customers where they are, I think, for Publix. We have always been very service minded, so customers come to our stores because they've developed relationships with our associates. Many folks will refer to their experience with us or their particular store location, as my Publix and my Publix speaks directly to the relationships that they've built, because there are 1,350 some odd Publix locations, but I prefer to go to the one that's closest to my office because I know my cashier, I know my front service clerk, I know my meat cutter, they know what I like, it's been, they've been there for a while, so that's a very unique relationship that we have with our customers. I always want to have conversations with peers in the industry and even with folks as I meet.
Maria Brous:It's something about, it's the magic, it's the secret sauce.
Maria Brous:What our former CEO at Crenshaw would call our secret sauce is our people.
Maria Brous:So there are still a whole subset of our community that is in store and wants to come in, and it's a social gathering meeting place.
Maria Brous:It's a phenomenon, but then there's also a customer that may, for different reasons, choose to use self-checkout and wants to have that service available to them, or wants to order online and be able to pick up curbside or order online and have delivered for different reasons. So I think for us it's having all of those options available so that, as life changes and there's different circumstances on different days, customers can opt out or opt in to whatever meets their need for that time. So we've definitely seen that evolve. I think we still see tremendous amount of foot traffic in our stores. We still see continuing increase of traffic online, which are both great and we're better prepared to serve both. Covid probably catapulted many companies into moving things fast forward pretty quickly and finding solutions, and for us it was continuing to work through and using technology to be able to offer appointments for our pharmacy, to receive vaccine and to do all other kinds of things, as we look at ourselves as a grocer not only as food, but pharmacy as well.
Mark Johnson:Excellent, real, quick to follow up to that when you look at how your customers changed. You mentioned the new store in Kentucky and I think I heard that it's going to be across the river in somewhere just from Cincinnati. But how's your store format changing? Is it changing anyway? Is it changing to J-Perform or are you pretty happy with kind of the format that it has to address those customers where they are?
Maria Brous:Yeah, I think it's always evolving. I think our goal is to always evolve. You cannot remain stagnant. We are a fast-paced, ever-changing, dynamic industry. People will always need food to survive and I think for us it's about evolving. We're always learning, we're always testing, we're innovating and I think as we go into Kentucky, what Kentuckians will see really is the best of the best. I mean competition benefits our customers most. Competition makes everyone better and we've evolved our store format with the offerings that we have, but we're really happy with that. We're going to bring a pleasant shopping experience to the market. Louisville is our first market. We've also announced Lexington, with a few stores in Louisville and one in Lexington, so we're excited. I think the future is bright and we're growing rapidly. We're one of those few customers companies that continue to grow through the pandemic and still continue to opening stores and hiring folks and creating jobs and giving back to the community. None of that scaled back because of COVID. If anything, it accelerated fast forward to meet the needs of the communities that we serve.
Mark Johnson:Excellent. And when you look at personalization, privacy is a big area of concern from our brand members. Understanding different privacy rules regulations. Have you implemented any changes to your customizability program or to your data collection initiatives to address some of the privacy issues that are front and center?
Maria Brous:We definitely. Customer privacy and customer data are always at the forefront of the decisions that we're making for both our customers and our associates. We continue to monitor that closely and ensure that we are taking every precaution that we can, and we continue to again as we evolve. We ensure that the steps that we're taking are mitigated so that we're not having opportunities with data and privacy and staying at the forefront of research, staying at the forefront of law and engaging and actively addressing opportunities.
Mark Johnson:That's awesome. When you look at customer loyalty, you guys obviously do a great job of driving a brand and customer loyalty.
Maria Brous:Are there some?
Mark Johnson:brands that you find yourself loyal to, that you like the program. You like their approach? If so, who are they and what do you like about them?
Maria Brous:Yeah, I mean honestly, I think it's always. There's always going to be retailers and brands that do things really well. I think for me, I'm always from a perspective of I didn't start drinking coffee till later in life and then I'm a self-proclaimed coffee snob. So I will say I really do enjoy Starbucks and I enjoy their program and I enjoy the way that they engage with customers and they know their customers well, and I think that that's a great kind of connection. But I think that there's so many that do this well.
Maria Brous:I think, as the more you shop online, with less time to be out and about, I found myself more online and many retailers are kind of trying to understand consumer behavior in the same way and trying to make suggestions, and I would say that my phone is probably listening to me 110% of the time as I get teed up ads for all kinds of things that I may not even be searching for yet, but just talking about.
Maria Brous:So I think marketing has definitely become very cutting edge and interesting to see how all this plays into as we evolve with either AI or different components. But I think the one great thing is, at the end of the day and I always bring this back. We always aim to be the grocery retailer that knows the most and cares the most about the customers we serve and the products we provide, and we are committed to that, have been committed to that for 93 years. We continue to evolve with time, but we stay true to our culture and to our value proposition. And being associate, owned and having skin in the game and that ownership model makes us different.
Mark Johnson:Yeah, awesome. And last question, I have somewhat self serving, but what can Loyalty 360 do to help you and your team and your customer loyalty, customer award efforts?
Maria Brous:No, I mean, I think it's always a reciprocal relationship. I mean, I think it's understanding brands and bringing us to the table and having these conversations to get to know retailers and programs and services and really sharing and highlighting companies that are doing it well, and I think that that helps make all of us better, I think as retailers and you know, there's a lot happening in the world of our customers and there's niche markets. You know that kind of meet different needs at different times. So I think you all do a great job. We're very grateful to have the opportunity to participate with loyalty 360 and learn more about our peers and other companies that do it right.
Mark Johnson:Excellent. The last question we have, last series of questions, are quick fire questions. You started these. They're very, very unique, so I'm looking forward to hearing your responses. First question we have is what is your favorite word?
Maria Brous:I don't know if it's a real word, but mine is fantabulous.
Mark Johnson:Okay, what is your least favorite word?
Maria Brous:Whatever?
Mark Johnson:What excites you?
Maria Brous:Being able to go out there and make a difference in the community. Giving back really excites me.
Mark Johnson:What do you find tiresome?
Maria Brous:Long meetings.
Mark Johnson:What is one item that you find on your grocery list all the time?
Maria Brous:All the time Pasta.
Mark Johnson:Okay, what profession other than the current one would you like to, or, potentially, could you have given a try?
Maria Brous:When I was younger, I always wanted to be Barbara Walters.
Mark Johnson:Okay, what profession would you avoid?
Maria Brous:Oh, I'm not good at sports. I like to watch them, but I'm not good at playing. So no athletes.
Mark Johnson:Okay, who inspired you to become the person you are today?
Maria Brous:My mom.
Mark Johnson:Okay, what do you typically think about at the end of the day?
Maria Brous:All of the things that I didn't get done.
Mark Johnson:Okay, Excellent. And then the last question how do you want to be remembered by your friends and family?
Maria Brous:As someone who was always there when needed and was very compassionate.
Mark Johnson:Okay, great. Well, thank you very much, maria. As always, it's great talking to you, great getting an update on Publix and what you're doing in the customer loyalty arena, and look forward to hearing from more from your team in 2024. So thank you.
Maria Brous:Thanks, mark Puts, you appreciate it.
Mark Johnson:Absolutely, and thank you everyone for taking the time to listen today. Make sure you join us again for another leader in customer loyalty series soon and we'll talk to you. Have a great day.