Lidl plots UK roll-out of virtual customer loyalty scheme

lidl plusLidl is poised to roll out a new rewards app in the UK, which offers customers guaranteed savings each week and the chance to win more instant rewards.

The move comes as Lidl Ireland has become the latest launch the app, which gives shoppers up to €10 a week in coupons that can be redeemed at the till by scanning the Lidl Plus card.

Customers can also receive a digital “scratchcard” offering the chance to win prizes each time they shop.

Lidl Ireland managing director JP Scally said: “Through the Lidl Plus app, we offer our customers a range of additional services such as a store locator and digital receipts, which we hope will add to an overall positive shopping experience with Lidl.

“We had planned to keep Lidl Plus under wraps a little longer, but our curious customers uncovered the app, shooting it to the #1 slot on the App Store almost immediately.”

The virtual loyalty card 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.

On Google Play, it states that the app will be available in Northern Ireland “very soon”; this is likely to be followed by stores on mainland UK, although the budget chain has refused give exact timings.

The German-owned retailer first started running trials of a loyalty scheme back in 2015, when it sent out 4 million “smarter shopping” cards in Scotland. However, it did not include data capture or points-based element, and only ran for 10 weeks.

Last month, Lidl appointed We Are Social to run its social media account, including influencer marketing activity. The agency is working with Lidl’s roster, including Karmarama on advertising, Starcom media buying, and OMD UK media planning.

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