Lidl is trialling a click & collect service exclusively for loyalty scheme members, allowing them to secure middle aisle products up to two weeks before they land in stores.
The service launches on 7 April, with members able to reserve a Parkside Robot Lawnmower and Robot Lawnmower Garage two weeks before they hit stores on 24 April, using the Lidl Plus app.
Lidl Plus users can select their preferred store for collection between 16 and 19 April. Payment will be taken in store when the customer scans the app at a checkout.
It is one of growing handful of ways Lidl has been dabbling with selling online, without the expense of full-scale multiple-temperature grocery delivery.
Lidl recently became the first UK supermarket to launch on TikTok Shop, with limited runs of protein product bundles in February and Dubai chocolate bars in March, both of which sold out in their thousands within minutes, with delivery fulfilled by Evri.
Last year the discounter ran an email-based online sale of 1,000 ‘mystery boxes’ of middle aisle products worth a claimed £100 each for the discounted price of £25, which sold out “almost immediately”.
“We’re always exploring bold new ways to enhance our customers’ shopping experience and are pleased to be in a position where we can bring this latest trial to life,” said Lidl GB chief customer officer Jassine Ouali.
“We know how popular our Middle of Lidl deals are, and this trial will give our Lidl Plus customers the chance to secure a must-have item before it hits the shelves. We can’t wait to see how our customers respond.”
Priced at £199 with the Lidl Plus app (or £249.99 without), the Robot Lawnmower is over £150 cheaper for loyalty scheme members than a comparable version from a well-known tools brand, according to Lidl.
The Parkside Robot Lawnmower Garage – a weather-proof docking station for the mower – is £24.99 with the app or £29.99 without.
Lidl’s loyalty app was launched in the UK in 2020 and gives members exclusive discounts, as well as personalised offers. The number of users has grown to over 100 million globally, according to Lidl.
No comments yet