Publix is discontinuing its pay-with-the-app feature beginning March 19. The grocery chain notified customers via email, citing a desire to improve other parts of its digital experience.

“This change allows us to focus on enhancing and expanding other features that provide value and convenience for our customers,” said Media Relations Manager Lindsey Willis. The company did not specify which features would be added or enhanced.

Customers still have mobile payment options at checkout. Shoppers can pay using gift cards stored in their app wallet, as well as Apple Pay and Google Pay on a mobile device at the register.

Publix first tested the in-app payment feature at its Virginia stores in June 2019, then rolled it out chainwide in April 2020, at the time describing it as a measure to protect customers and employees during the COVID-19 pandemic.

The company did not say how many customers used the feature or provide further details on the reasoning behind the decision.

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