Lidl’s loyalty app looks set to be made more sophisticated, with the introduction of point-based rewards redeemable against a choice of hundreds of products.
Currently, the Lidl Plus app rewards users in the UK with a free item when they reach a series of spending thresholds within a month. They get one for every £50 spent up to £150, followed by a coupon worth 10% off a shop when they reach £250.
They also get coupons with every shop, which can be redeemed as discounts on a changing selection of products personalised to them.
However, they get no say in what the items are, with the app awarding something automatically. They must also claim the reward within a matter of days or lose it.
Under the new system, shoppers get to choose items from over 250 products on the app.
Users collect points every time they spend. Once they have reached a certain number of points, they can exchange them at any time for a free item or discount.
In Switzerland, where the new system has been introduced, shoppers get one point for every franc spent and 100 points qualifies them for a reward.
The change is set to be extended to other European markets, German grocery journal Lebensmittel Zeitung has reported. Switzerland has been the initial location of previous changes to the app, such as the addition of non-personalised exclusive discounts in the UK earlier this year.
“Currently only available in Lidl Switzerland, a new rewards point system has replaced the incremental spend rewards,” wrote IGD senior insight analyst Dan Butler on LinkedIn.
“Shoppers are awarded one point for every franc spent, with the points exchanged for coupons to receive a free product from a list of over 250 in the app.
“It is indicated that this change will be introduced across Lidl markets in Europe, which I see as positive from a shopper perspective.”
A Lidl spokeswoman said the move was a trial in Switzerland and plans were not in place to roll it out in the UK.
Launched in the UK in 2020, Lidl Plus has grown to become Britain’s fourth-favourite retailer loyalty scheme after Tesco’s, Sainsbury’s and Asda’s [NIQ Homescan April 2024].
Along with Lidl’s in-store bakeries, it has been credited with helping fuel Lidl’s sales growth.
Lidl has been the fastest-growing bricks & mortar supermarket for 13 months in a row, according to Kantar data. Its sales were up 9.1% year on year in the 12 weeks to 1 September, with its market share climbing from 7.6% to 8%.
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