German supermarket Lidl starts with a loyalty program in Belgium. Starting February 10th, consumers can download a digital customer card app. It is the first time the supermarket starts a loyalty program. 

Customers who download the loyalty app get their ticket digitally and receive extra discounts on Lidl-products. The supermarket aims to expand the app with more features, such as an online shopping list and discount coupons based on purchase behaviour. To make it easier to use the app in-store, Lidl installs WiFi in 305 stores which customers can use.

Digital customer card

Before the launch, Lidl tested the customer card for five months amongst some of its employees. Thomas De Ganck, Head of Digital & Innovation at Lidl, comments: "We always aim to offer our customers the best possible customer experience. The Belgian consumer loves to use discount coupons. With Lidl Plus, customers can benefit from extra promotions through our digital coupons. The app offers other services as well, such as a digital purchase receipt, access to our promotional folders and a store locator. Customers receive a digital scratch card with a bonus discount. Next to our usual low prices and in-store promotions, Lidl-Plus coupons can get you an extra €10,- discount per week."

Lidl-Plus: Easy to use

The digital loyalty program Lidl-Plus can be downloaded in the iOS and Android app store for free. Registration requires a name, gender, e-mail address and favourite Lidl-store. After the registration is completed, consumers receive a customer number and QR-code. Afterwards, customers can activate the coupons they wish to use and scan their digital card at the checkout. New services that the supermarket is working on contain the creation of shopping lists, participation in special programs to receive products for free and the use of personalised coupons based on purchase behaviour. An example of the latter is a young family with young children received specific information and coupons for diapers.