Lidl GB has announced it is investing £75 million in customer savings through its loyalty scheme Lidl Plus between now and Christmas. The investment includes £50 million in loyalty initiatives, such as personalised coupons and Lidl Points, and £25 million in targeted food and “Middle of Lidl” offers.
Investment in price cuts
In addition, Lidl says it has invested £400 million in price cuts and promotions this year to help millions of households lower their food bills. This will support price cuts and promotions across more than 1,200 products so far this year, with customers seeing prices drop on everyday staples, including seasonal fruit and veg, meat, and fish.
The German grocery chain, which has around 1,000 stores across Great Britain, announced the move on Wednesday, October 7, alongside hundreds of millions of pounds in investment to reduce costs across a range of products.
Lidl Plus growth
Lidl says more than five million Lidl Plus Marketplace coupons were redeemed this summer, and Lidl Plus transactions saw a 17% increase in September. The chain says the jump highlights the “growing demand for personalised rewards”.
The discounter says it has also increased funding for personalised coupons by 60% this year and introduced new initiatives, such as Lidl Plus Points, so customers can decide when and what they use their Points on, replacing its previous coupon-focused model.
Deluxe points offer
Lidl Plus users are able to bag 10 times the usual Lidl Points on the discounter’s premium Deluxe products from October 1 to October 14.
Richard Bourns, chief commercial officer at Lidl GB, said: “Our momentum provides us with the scale to keep doing what we do best: reinvesting directly back into the pockets of British households and delivering unbeatable value across the board.
“With household budgets tight and many feeling the pinch in the run-up to Christmas, we’ve cut prices across more than 1,200 products this year. It’s proof of our commitment to unbeatable value, ensuring customers never have to compromise on quality or freshness.”
