Lidl is to become the first supermarket in the UK to integrate payment of electric vehicle charging (EVC) into a loyalty scheme app.
Customers using electric vehicle charging points in Lidl’s car parks will soon be able to pay via the Lidl Plus app as part of moves by the discounter to develop its rewards scheme.
With the electric charging currently provided by Pod Point, the transition will begin this summer and is due to be completed across all of Lidl’s 370+ charge points across the UK by the end of the year. Lidl has invested over £15m into its store EVC infrastructure since 2017.
Richard Taylor, Chief Development Officer, commented: “Sustainability is at the heart of everything we do at Lidl. I’m incredibly proud of the investment that we’ve made into our EV charging infrastructure over the years, going above and beyond the sector to give greater access to rapid charging.
“Since we opened our first store 30 years ago, Lidl has contributed to a shift in the way that people shop for their groceries, and this is the latest example of how we’re doing just that, so that we can further enhance our customers’ shopping experience.”
Lidl’s loyalty app has been credited with helping it become the fastest-growing bricks & mortar supermarket in the UK over the last 10 months. In contrast, key rival Aldi has seen its sales growth lag behind in recent times after facing tough comparatives with its strong performance last year and increased price competition.
NAM Implications:
- A direct response to a shift in the way that people shop…
- …providing increased momentum to EV-driver customers for Lidl loyalty.
- Another discounter innovation…
