Lidl Loyalty App Update Enhances Personalized Advertising

Lidl has updated its loyalty app to improve personalized advertising by sharing customer data with major platforms like Google and Meta. This move aims to enhance marketing strategies and offer shoppers tailored promotions.

New Data Sharing Permissions

Lidl Plus app users recently received a notification regarding new permissions for personalized ads on partner platforms. The updated terms allow Lidl to transfer device identifiers based on in-app actions to Google, Meta, and The Trade Desk.

How Data Sharing Works

By agreeing to the new permissions, Lidl can display targeted ads to users who previously engaged with the Lidl loyalty app. Additionally, Lidl receives data from advertising partners to measure campaign performance. Meta may also use this data for its own purposes.

Customer Control and Consent

A Lidl spokesperson explained that tracking technology is essential for app functionality, but customers can choose whether to share data for personalized ads. Users can withdraw consent anytime via the app’s settings. Without consent, Lidl ads may still appear but won’t be customized.

Lidl’s Loyalty App Evolution

Since launching its loyalty scheme app in 2020, Lidl has expanded its digital marketing strategies. In 2023, the supermarket chain partnered with The Trade Desk to connect advertisers with Lidl’s retail media audience. Similar partnerships exist with Tesco’s Clubcard and Ocado, broadening advertiser reach.

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