PROGRAM CARD - Lidl Plus

Program name: Lidl Plus
Distinction: A digital coupon club of a discount chain
Brand / operator: Lidl (the service provider is Lidl Stiftung & Co. KG, Neckarsulm)
Family / owner: Schwarz Group (Schwarz Gruppe)
Industry: grocery retail
Industry benchmark: no
Market: pan-EU; this card describes the Polish variant (Lidl Plus PL)
Related programs: national editions of Lidl Plus in several dozen European countries; in DE/IT/NL a "Lidl Points" points layer is being rolled out from 2026 (outside the PL terms)
Status: active
Legal / temporal status: a service for persons aged 18 and over residing in Poland who are consumers within the meaning of Art. 22(1) of the Polish Civil Code; governed by Polish law; no other legal restrictions
Launch year: 2018 (first markets); available in Poland since 1 April 2019
Main type: member-benefit
Additional type: none (in the PL variant there is no points accrual; the "Lidl Points" points layer currently operates in DE/IT/NL - outside the PL terms)
Cost of joining: free (in exchange the User provides data)
Channels: mobile app (Android/iOS/AppGallery); registration also via the lidl.pl website; use in physical stores and online
Reach: over 100 million users in Europe (January 2025); no public data for Poland alone

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2 - an app with coupons and personalized offers, without a points program in the PL variant; a single market, though embedded in a pan-European platform
Main KPI (impact strength): engagement (medium) - the goal is regular use of the app and coupon activation, rather than tallying spend into a points account

Descriptive sections

0. Summary

The digital loyalty program of the Lidl discount chain, based exclusively on a mobile app. Free of charge; instead of points it offers personalized discount coupons, "Scratch Plus"-type promotions, digital receipts, a leaflet, partner offers (Benefit Plus), as well as Lidl Pay payment and Scan&Go. The customer identifies themselves with a QR code at the checkout, having previously activated the selected discounts.

1. Objectives and context

Strengthening the bond with the discount chain's customer and gathering purchase data that allows offers to be personalized. The app replaces the plastic card, increases visit frequency and connects the physical channel with online (an omnichannel strategy) without a costly system of points liabilities.

2. Target group

Consumers who make regular grocery purchases at Lidl and are willing to share data and use the app in exchange for discounts; in Poland it is available to adults who are consumers. No hard entry segmentation.

3. Architecture and type

Registration of an account in the Lidl app (or on lidl.pl) with verification of the phone number via an SMS code; a "Lidl Plus Account" is created.
Activation of coupons and personalized offers in the app, and receiving virtual scratch cards after purchases.
Presenting the QR code at the checkout - automatic application of active discounts; optionally Lidl Pay payment or self-scanning with Scan&Go.

4. Earn & burn mechanics

Accrual: no points for purchases in the PL variant; the benefit = discount coupons (activated in the app) and virtual scratch cards granted after scanning the QR code at the checkout. (In DE/IT/NL, from 2026, a "Lidl Points" points system operates: €1 = 1 pt - outside the PL terms.)
Threshold and redemption: the discount is applied at the checkout after prior activation of the coupon; some scratch cards and coupons reward a higher basket value with a better discount; there is no points threshold in PL.
Reward forms: percentage and fixed-amount discounts, discounts on selected products, coupons, free products; partner offers in "Benefit Plus".
Point expiry: not applicable (no points in PL); coupons and scratch cards have a defined, short validity date. (In the "Lidl Points" system in DE/IT/NL points are valid for 24 months - outside the PL terms.)

5. Emotional value

A sense of "being in the club" with access to offers unavailable to ordinary customers, and the thrill of surprise with every scratch card. The brand communicates simplicity and savings consistent with a discount chain's positioning: cheap, without unnecessary formalities.

6. Gamification

Virtual scratch cards after every code scan - an element of randomness and instant reward.
Coupons dependent on basket value: the larger the purchase, the better the discount.
Time-limited promotions (e.g. "Deals Carousel", "Lucky Goal") with a short activation window, building pressure to return.

7. Differentiation

Compared with points programs, Lidl Plus relies on a fully digital, coupon-based model: no points tallying, but instead instant, personalized discounts and randomized mechanisms. It is also distinguished by the scale of its pan-European platform (over 100 million users) and integration with Lidl Pay and Scan&Go.

8. Data and personalization

Data scope: first name, date of birth, e-mail, phone; transaction data (store, product groups, quantities, prices, date, payment method, coupons used).
Consents: acceptance of the terms and/or consent to data processing under the Privacy Policy; geolocation optional; gender voluntary.
Personalization: offers and coupons selected based on purchase history and preferences.

9. Technology

The Lidl app (Android/iOS/AppGallery) with a digital customer card and QR code; registration also via lidl.pl.
Platform / operator: Lidl Stiftung & Co. KG (Schwarz Group); management possible through national entities (Lidl sp. z o.o. sp. k.).
Integrations: Lidl Pay (mobile payment, 3D-Secure), Scan&Go, e-mobility, the lidl.pl online store, Benefit Plus (partners).

10. Communication and lifecycle

Channels: push notifications and e-mail, a digital leaflet, in-app offers.
Onboarding: free registration with SMS verification; instant digital customer card.
Retention: personalized coupons, scratch cards and time-limited promotions; short validity windows that mobilize customers to return.

11. Conclusion / inspiration for the almanac

Lidl Plus shows that a discount chain's loyalty program does not need a points currency: a fully digital coupon-and-lottery model builds frequency and gathers data more cheaply than a system of points liabilities. It is worth considering instant discounts instead of deferred ones.

Sources: lidl.pl ("Lidl Plus" Terms version 9.5 of 25.06.2025; the "Lidl Plus" and "How to use the Lidl Plus app" pages); dlahandlu.pl (PL launch date 1.04.2019 and the new "Lidl Points" points system in DE/IT/NL, 06.2026); retaildetail.eu / IGD (rollout history, over 100 million users, January 2025).
Terms (link): https://www.lidl.pl/c/regulamin-lidl-plus/s10008500
Entry compiled on: 2026-06-10

Lidl Plus