Lidl has made its loyalty app more personalised, by splitting discounts listed in the app into items available at ‘all stores’ and ‘your store’.
The discount ‘coupons’ are already personalised, using the data collected when users scan the app at the checkout. The change as of this week is to give greater visibility to discounts specific to the shopper’s favoured store, according to Lidl.
It is particularly relevant for discounts on ‘Middle of Lidl’ limited-time general merchandise lines, which may not be available in all stores at one time.
Users can go straight to their list of localised discounts by clicking a ‘my store’ tab in their list of coupons.
The Lidl Plus app has proved hugely popular since its UK launch in 2020, with 38% of shoppers actively using it by last year [NIQ May 2024].
Lidl is also currently running a ‘spin the wheel’ contest in the app with every shop, giving users the chance to win a free item from its bakery section.
Last year, Lidl added non-personalised discounts for all users, on a weekly rotating list of products, in addition to the personalised rewards.
Lidl has been the fastest-growing bricks & mortar supermarket in Kantar data for the past 17 months, with its loyalty app and bakeries credited with boosting sales. Its market share stood at 7.2% in the 12 weeks to 26 January, up from 6.9% a year earlier.
No comments yet