Lidl trials Click, Reserve & Collect on middle aisle deals for loyalty members

Shoppers using the Lidl Plus app will now have a chance to reserve Middle of Lidl products, up to two weeks before they hit the shelves.

From Monday 7th April, the discounter will kick off the scheme with its new ‘middle aisle’ Parkside Robot Lawnmower product. This will be available for customers to reserve via Lidl Plus ahead of the item landing in stores on 24 April.

It is understood that users of the app will be able to select their preferred store for collection between 16th and 19th April.

“We’re always exploring bold new ways to enhance our customers’ shopping experience and are pleased to be in a position where we can bring this latest trial to life,” said Lidl GB chief customer officer Jassine Ouali.

“We know how popular our Middle of Lidl deals are, and this trial will give our Lidl Plus customers the chance to secure a must-have item before it hits the shelves. We can’t wait to see how our customers respond.”

The latest trial builds upon Lidl’s strategy of investing in its loyalty scheme over recent months.

In March, the retailer updated its loyalty app permissions to begin sharing customer data with Google and Meta, to provide shoppers with personalised ads.

Speaking at the time, 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 It is entirely at the customer’s discretion and consent can be withdrawn at any time in the app’s settings.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.”

Grocery Gazette