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How the Lidl Plus app is designed to foster customer loyalty

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The Lidl Plus app is now live in the UK as the supermarket tests it ahead of a September launch.

Essentially a loyalty app, this enables shoppers to take previously-offline interactions with the supermarket digital – while the supermarket learns more about its customers and their buying habits. 

Customers must create a Lidl account in order to use the app to the full, and in doing so the retailer asks for details including name and address, date of birth, gender, mobile number and preferred local store – identified using geolocation. Once signed in they can activate coupons in the app, and scan their digital loyalty card at the till in order to redeem them. They can also see the Lidl weekly leaflet with offers for their local store in the app. They are encouraged to scan digital card at the till with the promise of a scratch card once they do so – and afterwards their digital receipt is stored in the app. Logged-in customers can also potentially benefit from partner offers. 

When Lidl Plus launched in Belgium earlier this year, it said it would in future add the ability to create shopping lists, while coupons would be based on shoppers’ buying behaviour. 

This week a Lidl UK spokesperson said: “We are always looking at ways to drive innovation for our customers, and Lidl Plus is another way of doing this whilst continuing to offer the highest quality products at the lowest prices. It is currently in a testing phase and once it rolls out with more money-saving features we will be sure to communicate with all our customers.”

Lidl Plus is a next step into digital for Lidl in the UK, and has the potential to give many of the insights that online shopping might offer, while as yet stopping short of the expense of fulfilling online orders. This also adds to Lidl’s strong social channels in the UK, which the supermarket uses to communicate with its customers. Lidl has five social channels in this market: Facebook, where it has 1.8m followers, Twitter, YouTube, Instagram and LinkedIn.

Shoppers who download and use the Lidl Plus app can get a £5 off a £25 shop voucher. The full-feature version of the app is due to be released next month. 

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