Publix, which has over 1,400 stores nationwide, is making another significant policy change that many customers will see at checkout.
The move comes after the company has made several in-store changes in recent months that have sparked customer backlash.
For instance, it irritated some customers when it retired Publix Pay, its contactless in-app payment option, in March. Publix faced even more criticism, and this time, boycott threats, in May when it revised its open-carry policy, which now allows only law enforcement to openly carry firearms in stores.
Publix removes item limit from express checkout lanes
Now, Publix is once again raising eyebrows by removing the 10-items-or-less limit from its express checkout lanes, a change that has recently begun rolling out in its Florida stores, according to a recent report from Jacksonville.com.
These checkout lanes, which have long helped customers with smaller baskets avoid long lines in stores, now have signs that read “Express” instead of “10 items or less.”
In a statement to Jacksonville.com, Publix media relations manager Lindsey Willis said the company is removing the item limit to “improve checkout efficiency.”
“To better serve our customers and improve checkout efficiency, we recently updated our express lane process to provide associates with greater flexibility in managing customer flow,” said Willis.
Related: Publix struggles to reverse concerning customer behavior
“Rather than adhering to a specific item limit, our focus is on reducing wait times and ensuring customers can be served as efficiently as possible,” she continued.
Some Publix employees and consumers took to social media platform Reddit to express frustration with the change, while others expressed relief.
“They just updated our express lane. The cube that sits up top no longer says 10 or less. It just says express and we were told that even though it still says express, we’re required to take anyone at all and not allowed to direct them to another lane. So what the h–- is the point of it being called express anymore???” wrote one Publix employee in a Reddit post.
“I actually kinda like this. Express is meant for quick orders. 8 different bags of dog food is gonna take way longer than 15 cans of vegetables,” wrote another employee.
“If I show up at the express lane and they’re taking someone with a cart full, I park my cart and head to the car. It’s that annoying,” wrote a consumer.
Publix doubles down on winning back customers
Publix’s latest checkout change comes as it rapidly introduces dozens of new and redesigned stores in the Sunshine State that contain new store features to improve the customer experience.
These features vary by location, but reportedly include self-checkout lanes, which Publix has been rapidly rolling out in stores in recent years.
Redesigned stores also feature wider aisles, shopper seating areas, and expanded options for online ordering, delivery, and curbside pickup, according to the Herald-Tribune.
It is no surprise that Publix has enacted swift in-store changes tailored to make the shopping experience more seamless for customers. The company has also struggled with declining sales in recent months.
More Grocery News:
- Publix struggles to reverse concerning customer behavior
- BJ’s Wholesale plans major store changes as customers pull back
- Target sees unexpected shift in customer behavior
In the second quarter of this year, Publix’s comparable store sales dipped by 0.5% year over year, according to its latest earnings report.
In the report, Publix said that one of the main factors contributing to the decrease in sales during the quarter was “economic conditions impacting consumer spending.”
More U.S. consumers are feeling the pinch at grocery stores due to economic pressures. A recent analysis from Bain & Company found that grocery prices have been climbing 2% to 3% year over year since February, roughly in line with food-at-home inflation.
It also found that in response to rising prices, 80% of Americans are trying to spend less on groceries. Specifically, 56% are purchasing lower-priced brands, 49% are buying fewer items, and 44% are relying more on coupons and promotions.
In a report from Mass Market Retailers in March, Sujeet Naik, an analyst at Coresight Research, said many U.S. consumers are switching to “value-focused” grocery chains to avoid higher prices.
“We are seeing a realignment in how consumers approach grocery spending,” said Naik. “Shoppers are becoming far more deliberate about where and how they spend their money. Many are shifting toward discount and mass market retailers.”
“Value-focused chains such as Walmart, Aldi, Dollar Tree and Dollar General, along with warehouse clubs like Costco, are seeing strong traffic,” he continued. “Interestingly, this shift is not limited to lower-income households.”
In response to this shift in consumer behavior, more food retailers are taking Publix’s lead in doubling down on enhancing the customer experience to attract and retain shoppers.
“The investment food retailers and suppliers are making to ensure robust grocery shopping experiences is significant,” said Steve Markenson, vice president of research and insights at the Food Industry Association, in a July press release.
“Even with tight profit margins, our research finds food retailers and suppliers are investing in improved store space for key departments, customer service excellence, high-quality fresh foods and local products, as well as technology enhancements with a focus on efficient operations and frictionless grocery shopping experiences.”
Related: Publix faces consumer boycott threat after store policy change