Publix to use predictive intelligence tool from APT
Lakeland, Fla. Publix Super Markets has signed an agreement to license Applied Predictive Technologies’ (APT) Test & Learn Management System. Publix will use the software to assist in the grocer’s 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 in five states.
Publix decided to license the APT system after using the software on a trial basis 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. The system provides insights on how customers responded to these, and many other initiatives, when they were implemented in a subset of stores, measuring changes in sales, margin, transactions, and customer satisfaction against a customized portfolio of control locations.
“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 APT team has been an excellent partner for us. We look forward to our partnership as we seek to efficiently roll out high value initiatives that will appeal to our customers.”