TAMPA — Publix Super Markets is quietly testing a new discount initiative for grocery shoppers that could thrill coupon clippers: Offering digital, paperless coupons that can be redeemed at the register the same way other chains use membership cards.
Publix is a long way from launching the system regionwide and may ultimately skip it altogether, but seeing such a major grocery explore the idea has the coupon industry buzzing.
The system would be all new for Lakeland-based Publix.
Jacksonville-based Winn-Dixie and northern grocery stores such as Kroger and Wegmans use membership cards to offer discounts. And coupon publishers such as SmartSource have developed online coupon pages where shoppers can digitally "clip" coupons so the value immediately transfers to membership cards.
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