Publix has built a stellar reputation in the Southeast thanks to top-tier customer service, high-quality products, Pub Subs, and a pleasant shopping experience. Already a leader in strongholds like Florida, the company is in the midst of impressive expansion across other key markets, including North Carolina. 

But with inflation and economic worries top of mind for shoppers, price sensitivity is at an all-time high — and not just among the budget-conscious. Higher-income households are flocking to discount retailers at the same rate as lower-income shoppers. 

Take Walmart’s e-grocery platform. It’s booming among households earning $200,000+ annually, with these shoppers spending 1.5x more per month than those in the lowest income bracket. And they’re not alone — 90% of consumers making over $100,000 say they regularly shop at discount stores, proving that price is a major deciding factor.

Customers are playing the field

To dig in deeper, we surveyed 2,000 Upside users in both Tampa and Charlotte to understand how Publix fits into their shopping routines. The results reveal a unique opportunity for Publix to turbocharge customer loyalty: Currently, 97%+ of Upside users who shop at Publix also shop elsewhere, spreading their dollars across multiple grocers every month.

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Indeed, both territories are highly competitive, with Walmart and Aldi turning up price pressure in Tampa, while Food Lion and Harris Teeter dominate the landscape around Charlotte. To fight for its share, Publix has long leaned into differentiators like premium brands and prepared foods. 

But existing customers are pointing to other drivers entirely, including in-stock items, convenient locations, low prices, and either store cleanliness or discounts — depending on the market. 

So how can Publix win customer loyalty without jumping into the price battle or investing millions to blanket markets with stores? 

A smarter solution

Astute retailers know that across-the-board discounting is a cannibalistic race to the bottom — and we fully agree.

But what if you could grow wallet share at the expense of your competitors, all while maximizing the lifetime value of every customer that walks into your store?

Upside helps retailers do just that, driving one to two more trips per month per customer. And more visits mean measurable revenue growth — all from existing store capacity and without lowering prices.

Upside’s secret? Personalized incentives that propel incremental visits and bigger shopping baskets. In markets where Walmart is a major competitor, 83% of shoppers said Upside’s offers convinced them to choose a partner grocer over nearby alternatives. Moreover, 70% said Upside was extremely or very influential in making that partner store their primary grocery destination. 

For Publix, the alignment couldn’t be more fitting. Upside already has a strong user base in the Southeast — one largely composed of the same middle-class consumers who frequent Publix stores. 

No risk, just reward

The best part is that Publix pays nothing if Upside’s impact isn’t measurably incremental. That means Publix can maintain dominance in Florida strongholds like Tampa (where Aldi is tightening the price gap) and gain market share in expansion territories like Charlotte — all without increasing capital investments. It’s a win-win-(win).

To learn more, get in touch with our team of grocery experts. 

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