Dive Brief:
- Lidl US plans to transition to a new loyalty program on July 1, according to an announcement on the grocer’s website.
- The new rewards app, known as Lidl Plus, will let shoppers accumulate points that they can redeem for free products and other perks.
- The discount grocery chain is rolling out the program as newly named CEO Alan Barry prepares to assume his role.
Dive Insight:
Lidl Plus will replace the Lidl US’ current loyalty program, myLidl, which the German retailer is retiring on June 30. People will be able to download the Lidl Plus app on July 1, although certain offers will not be available until July 15. The app will immediately let people view promotions and the company’s weekly circular as well as recipes.
A central aspect of Lidl Plus is its point-based rewards feature, which will let shoppers earn points when they shop. By contrast, the outgoing myLidl program offers rewards based on predetermined spending thresholds. In June, for example, shoppers who spend at least $100 level will receive half off baking items, while those who make it to the $400 mark get a cleaning product for free, according to Lidl’s website.
The Lidl Plus program will let shoppers access “member exclusive” pricing and personalized coupons that reflect their shopping behavior. Shoppers enrolled in the loyalty program will also be able to view digital receipts and elect not to get paper receipts when they check out.
Lidl US is moving to Lidl Plus as the company continues to make adjustments in a bid to strengthen its foothold in the U.S. grocery market. Barry, who is set to move up to CEO from his current position as chief operating officer next month, will be the company’s fifth permanent chief executive since opening its first stateside stores in 2017. Lidl opened its first stateside locations in mid-2017 and currently runs about 200 stores in nine East Coast states and Washington, D.C.
In late 2024, Lidl relaunched its brand in the U.S. after it concluded that more than 40% of people in parts of the U.S. where it operates were unaware it was a grocery company.
