Lidl launches click-and-collect service for coveted middle aisle products

In the United Kingdom, Lidl is initiating a trial of a click-and-collect shopping service for members of its loyalty program, Lidl Plus. This program enables customers to reserve highly sought-after products from the store's popular 'middle aisle' before they are available on the shelves. The initial phase of this pilot focuses on the Parkside Robot Lawnmower, which members can reserve from April 7 to April 13, 2025. Customers will have the option to collect their reserved items at their preferred store between April 16 and April 19, prior to its general availability on April 24, 2025. The launch of the limited-time click-and-collect service highlights Lidl's ongoing efforts to innovate and enhance the shopping experience for its customers. According to Jassine Ouali, Lidl GB's chief customer officer, the supermarket is constantly exploring bold strategies to improve customer satisfaction and engagement. Given the popularity of limited-time offers and special deals found in Lidl's middle aisle, Ouali expressed optimism about how customers will respond to this new shopping option. Lidl Plus, introduced in 2020, has seen significant growth and currently boasts over 100 million users worldwide. The program aims to strengthen customer loyalty while providing unique shopping opportunities that cater to the preferences of its users. Alongside the lawnmower, customers will also be able to reserve the Parkside Robot Lawnmower Garage, which serves as a weather-proof docking station for the lawnmower when not in use. The middle aisle has gained a reputation among British shoppers for offering a wide variety of products, ranging from household gadgets to seasonal items, which can attract a male-dominated audience. Ryan McDonnell, Lidl’s UK chief, acknowledged that many shoppers are drawn to these limited-time special buys, creating a shopping environment where unusual items like chainsaws or sports equipment could be discovered unexpectedly. As the trial progresses, it will be critical for Lidl to gauge customer feedback and adapt its approach accordingly.