Track every purchase, suggest purchase recommendations by algorithm and animate purchase with personalized coupons and discount promotions – so far you know these sales strategies from tech companies like Amazon, but the German discounter Lidl is preparing to catch up technologically.
Lidl will soon launch its “Lidl Plus” loyalty system throughout Germany. Until now, this was only available in Berlin-Brandenburg. The app bonus system registers purchases and, like any loyalty customer system, grants bonuses for further purchases.
But there is much more to it: the app records the entire shopping history as well as the clicking on items in Lidl’s internet presences. By combining this data and evaluating it, Lidl provides an insight into the purchasing behaviour and interests of customers, which are otherwise known from e-commerce companies.
Customers who provide their data for Lidl’s big data project get plenty of benefits
In the future, Lidl will be able to track all customer data from the shopping cart with which a customer comes to a checkout in a branch, through the search activities in the online shop until the digital version of the flyers with the weekly offer is called up.
The more data is collected, the more accurate the personalised coupons become and the better the discounter can use big data approaches to adjust supply and demand and motivate customers to shop.
Customers who use the app and provide their data will benefit from a whole range of benefits: coupons for weekly changing items, the discount collector bonus points program, the digital delivery of regular weekly flyers with all special offers on their smartphones, “digital scratch cards” as additional gamification, digital receipts, discounts with advertising partners and notifications to avoid any promotion.