Lidl trials middle aisle click and collect scheme for loyalty programme members

Lidl is trialling a new click, reserve and collect service on its app where customers will be able to reserve a Middle of Lidl product before it launches in store.

From April 7, the discounter’s latest spotlight product will be available for shoppers to reserve the item two weeks before it hits the supermarkets as well as select their preferred store for collection on the Lidl Plus app.

Lidl GB chief customer officer Jassine Ouali said: “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.

“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 new perk builds upon Lidl’s strategy of investing in its loyalty scheme in recent months.

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

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