Lidl bolsters loyalty scheme to offer greater discounts

Lidl has boosted its loyalty scheme, introducing new weekly rotating discounts for members on a selection of products as it steps up its battle to woo shoppers from rival supermarkets.

The new Lidl Plus Offers will supplement the retailer’s existing virtual coupons that are designed to give shoppers personalised discounts on a changing selection of products tailored to them from previous purchasing activity.

However, the Lidl Plus Offers are not personalised, they are exclusive additional discounts available to all loyalty scheme members.

With the coupons, users must activate each one in the app before redeeming it by scanning their phone at the checkout, which allows the discounter to gather data on shopping habits, helping to personalise future coupons.

However, Lidl Plus Offers do not require activation. They are automatically redeemed when members scan the app at checkout.

Despite this lack of personalisation, the German discounter claims they will still usher in a more targeted approach.

The Lidl Plus scheme launched in the UK in September 2020, and customers qualify for offers by spending £25 or more in a single transaction, although alcohol and infant formula does not count towards the total.

The app was first launched in Germany at the beginning of 2019 and has since been rolled out to Austria, Spain, Denmark, Poland and the Netherlands, with Belgium being the most recent addition in February. Customers enter their details to register and are then sent a customer number and QR code to scan at the checkout.

Lidl uses We Are Social on its social media account, including influencer marketing activity. The agency works with Lidl’s roster, including Karmarama on advertising, Starcom media buying, and OMD UK media planning.