Having spread panic among the big four supermarkets with its ultra-low prices, Lidl is now opening up a new battlefront with trials of a loyalty programme.
The move has seen the German-owned chain send out 4 million “smarter shopping” cards through a major direct mail, press and instore campaign in Scotland.
However, true to form, it is not exactly complex. Shoppers do not have to register their details to participate in the scheme, and there is no data capture or points-based element, which could raise questions about the retailer’s commitment to the programme.
Lidl said the scheme would run for 10 weeks with a raft of different promotions – such as discounts on particular products – launched every week.
It kicks off with a promise of £5 off if cardholders spend at least £25 in store over two weeks.
The company said response from customers to the scheme which launched this week, had been “phenomenal”.
“This is very, very straightforward and very simple,” said a Lidl spokeswoman. “It’s an innovative way to reward our existing customer base as well as encourage new customers to try us as a supermarket that they can do their main weekly shop with.”
If succesful, the scheme could be rolld out nationally. “Obviously we are going to look at this promotion and once we have evaluated it there could be discussions about [further rollout],” Lidl said.
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