In order to prepare consumers for the upcoming flu season, Publix Supermarket's Pharmacy is gifting vaccination-receivers with a $10 gift card to the store.
The promotion encourages consumers to utilize the pharmacy's resources, while providing incentive for the consumer to return to the store's retail front. As most flu shots are covered through a consumer's insurance plan, the promotional program serves as a win-win for both the individual and the pharmacy.
Publix is positioning its offering as a congratulatory reward, as receiving the flu vaccination is typically an unpleasant experience for most. The supermarket chain hopes this positive brand association will result in an increased number of patients, in addition to an increasingly loyal consumer base.