Lidl is aiming to provide loyalty club members with more tailored advertising after updating its permissions to begin sharing customer data with Google and Meta.
Lidl Plus app users are being sent a notification asking for permission to “personalise your ads on other platforms”.
The statement read: “We use Lidl data to tailor the marketing you see on Google, Meta and The Trade Desk partner platforms. We also transfer your device identifiers based on in-app actions to these partners.”
The loyalty scheme’s new terms and conditions now inform shoppers that accepting the permissions would allow Google and Meta to “play our personalised ads to users who have previously interacted with the Lidl app”.
“We then receive information from our advertising partners about those personalised ads played and draw statistics from this, which allows us to measure the success of individual advertising campaigns. Meta also process this data for their own purposes.”
A Lidl spokesperson said: “In addition to cookies and tracking technology which are necessary for the app to function and display content, we provide customers with the option to consent to both the tracking of app usage and to share data with third-party providers for digital advertising.
“This enables us to tailor the marketing that the user sees to help ensure that it aligns with their interests. It is entirely at the customer’s discretion and consent can be withdrawn at any time in the app’s settings. Without consent, Lidl adverts may still appear, but they won’t be tailored to the individual.”
The discounter first launched its loyalty scheme app in 2020. Last year it introduced new weekly rotating discounts for members on a selection of products as it steps up its battle to woo shoppers from rival supermarkets.
The Lidl Plus Offers 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.
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