Lidl is investing £75m in loyalty promotions and personalised offers between now and Christmas.
The discounter said it had already ploughed £400m in price cuts and promotions this year as it announced the new investment today.
It said the £75m would include £50m for personalised offers and points, and £25m in targeted food and middle-aisle offers, all available through its Lidl Plus loyalty app.
It comes after Lidl GB CEO Ryan McDonnell defended the scheme following a claim from Aldi UK CEO Giles Hurley that loyalty offers were “duping customers”.
“Listening to our customers is the most important thing,” McDonnell said as he announced Lidl’s annual results on Monday.
Lidl said the number of coupon offers redeemed rose 17% last month, “highlighting the growing demand for personalised rewards”.
Read more: Loyalty schemes: Lidl is flying, but does Aldi boss have a good point?
Lidl has boosted funding for personalised coupons by 60% this year, as well as introducing points, which users earn with every purchase and can redeem as discounts on future shops.
It is also inviting users to register their cat or dog in the app in a recently launched pet club promising exclusive offers.
“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,” said Lidl GB chief commercial officer Richard Bourns.
“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.”
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