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Lidl launches loyalty scheme with cooking content push

Lidl has launched a new loyalty scheme which is looking to differentiate itself from the traditional points system by implementing a cooking content push.

The ‘My Lidl’ service, which launched this week, will allow users to rate products and discuss all things Lidl in a dedicated forum. In trying to incentivise users to engage on the platform 'My Lidl' promises the most active members of the community exclusive content form resident chef Kevin Love.

A Lidl spokeswoman said: “We’re extremely excited about the launch of our new online community ‘My Lidl’ to the public and welcome new members to join. The platform is dedicated to our loyal ‘Lidlers’ allowing them to chat, leave product reviews and stay up-to-date with the latest news from the business.

The community has been set up for like-minded shoppers to discuss their Lidl experience, leave product reviews, suggest ideas that can help further our development and, above all, provide a space for exchanging hints, top tips and ideas with other ‘Lidlers’.

The launch marks Lidl’s push to build on the success it has claimed over the big four supermarkets in recent years.

To capitalise on its success, Lidl has upped its marketing over the last year in an effort to build a brand which customers can relate to. In November, the supermarketlaunched its tongue in cheek Christmas campaign which featured a series of ads illustrating how to pull off the perfect Christmas. It has continued this irreverent humour in its new Easter ad which shows children giving their parents ‘pearls of wisdom’

The latest figures from Kantar Worldpanel data reported a sale increase of 18.2 per cent in the 12 weeks to 28 February and My Lidl’s social and content driven approach is designed to build on this growth, which has led it to become Britain’s fastest growing supermarket.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This not only includes breaking news but writing feature pieces with insights from experts in the sports marketing world.

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