There’s been a lot of Publix love shared on social media, especially throughout the last week, and for good reason. Everyone in South Florida knows their sloshy, “where shopping is a pleasure.” And it is. The stores are clean. They have great quality products and excellent customer service.
What’s not to love?
But there is more to it. Publix works hard to be more than a grocery store; they’ve worked to be a part of the community. All stores have membership rewards. Customers get coupons and stores collect valuable data that they use to market their products. But Publix works to make even that feel like a personalized experience. When I joined the Baby Club, I didn’t just receive age-appropriate discounts, they sent me a pediatric encyclopedia.
When Hurricane Irma started barreling towards South Florida, Publix opened until the very last moment and many of their stores, including the one in my neighborhood, opened the following day. They emailed customers before the storm and immediately afterwards. They posted a message to the community on social media and took a full-page ad in my local newspaper. Yesterday, they announced that they opened one of the stores in Key West, because the community was counting on them.
We are in this together. That’s Publix’s message. I’ve thought a lot about that over the last few days, and not just because it is my favorite grocery store (which it is), but because it is one of those times when being good also makes good business sense.
Why do people love Publix? They love Publix because the store makes them feel good. Yes, this is good marketing, but it is also good people skills. And making people feel valued, that translates into loyalty.