Publix to License Predictive Modeling Software to Better Plan Initiatives
Employee-owned and operated Publix Super Markets, Inc. plans to deploy new software to enhance its ability to accurately and efficiently measure the impact of new capital allocation, merchandising, marketing, pricing, and operations initiatives and intelligently target the rollout of these initiatives across its more than 1,000 supermarkets spanning five states.
The Lakeland, Fla.-based grocer will use the Test & Learn for Sites software from Washington, D.C.-based Applied Predictive Technologies. “At Publix, we are passionately focused on customer value” said Publix director of media and community relations, Maria Brous. “APT’s Test and Learn approach has helped us better understand which investments create the most value for our customers so we can continue to better serve them.”
The decision follows a successful pilot in which Publix used the software to evaluate various initiatives, ranging from understanding the impact of store remodels to marketing effectiveness. Publix also used APT software to better understand the competitive dynamics in its core markets.
Publix becomes the fourth of the top fifteen US grocers to license APT’s Test & Learn solutions, joining chains that include Supervalu, Food Lion, and Meijer.
Publix operates more than 1,000 locations across Florida, Georgia, South Carolina, Alabama, and Tennessee and had 2009 sales of $24.3 billion.