Lidl GB has taken another step in transforming its in-store checkout experience with the launch of Lidl Pay, a payment feature integrated directly into the discounter’s increasingly popular rewards app.
The retailer noted that the move comes as Lidl Plus continues to gain traction among shoppers, with the number of monthly active users growing by over a third in the past year. The surge is said to reflect increasing customer engagement with the app’s personalised offers and digital features.
The introduction of Lidl Pay will allow users to activate their Lidl Plus coupons and offers, and complete their purchases either at staffed tills or self-checkout terminals, all through the app.
“The integration of payment functionality into the Lidl Plus app represents a step forward in our digital evolution,” said Shyam Unarket, customer relations director at Lidl GB.
“We are committed to investing in technologies that simplify the customer journey and offer greater flexibility in how people shop with us. Whether customers prefer using traditional tills or self-checkouts, we want to ensure that every shopper can choose the experience that best suits them.”
The introduction of Lidl Pay comes amid the rollout of self-checkouts in its stores and the recent introduction of a Click, Reserve & Collect service via the app. The discounter is also currently testing a scan & shop feature in four stores, ahead of an expected rollout next year.
NAM Implications:
- Lidl’s payment feature will be watched by rivals…
- …both in terms of effect on market share growth…
- …and also as an incentive for incorporating within their offerings.
- Ditto the scan & shop feature.
- Meanwhile, Aldi?
