“The consumer will have real freedom of choice”: the discounter Lidl boosts its loyalty program

In 2021, well after other brands, the discounter Lidl adopted its dematerialized loyalty card, the Lidl Plus application. The success was immediate: in a short time, the number of registered users increased from 7 to 15 million. But if this system notably gave access to reduction coupons, promotions or even scratch cards, it was not possible to collect points there.

Error repaired: from this Thursday, February 5, the new “Lidl Points” prize pool system comes into effect – “Scan Collect Save” says the slogan. The idea is simple: at each checkout, customers present their card which is scanned, and the amounts spent are recorded – each euro spent entitling them to one point. With the points collected, the customer can then choose one of the 300 rewards offered.

“This is a real revolution that no distributor had carried out before us,” praises Alejandra Glavina, manager of the Lidl Plus program. Usually, it is the retailer who decides what reward they give, while at Lidl it will be the consumer, who will have real freedom of choice, according to their needs and preferences.”

Free products, coupons, discounts…

This personalization of the reward can take several forms: free products, monetary coupons, discounts, etc. In short, a multi-stage promotional rocket. Please also note that if the points are accumulated during each checkout, they can be used in the 1,600 Lidl stores but also in the Lidl.fr online store. “This new rewards system is very easy to use,” adds Alejandra Glavina. Thanks to a filter system, you will quickly know how many points you have, what rewards you are entitled to, but also for example what offers we make to you on fruit and vegetables.

And the sign in all this? “We gain better knowledge of what our customers like and the possibility of making more personalized offers, a guarantee of better loyalty,” explains Alejandra Glavina. On certain occasions, the German distributor will double the number of points for each euro spent, in order to favor this or that operation.

This is how from February 20, all points will be doubled for “Flavors of our regions” products (Origin France), then it will be the turn of French fruits and vegetables from February 24. The discounter does not wish to give a precise figure, but assures that “this program will lead to additional investments” on its part.