Lidl US is retiring its long-running MyLidl rewards app as part of a major overhaul of its digital loyalty system, replacing it with a new Lidl Plus programme that introduces points-based rewards, personalised offers and expanded digital features for customers, with the transition set to begin at the end of June and continue through July.
MyLidl App Set To Be Discontinued
The MyLidl rewards app will be removed from app stores on June 30. After this date, it will no longer be available for download, although a limited version will remain accessible during a short transition period.
Lidl has confirmed that existing customers will continue to receive selected discounts during the changeover to ensure continuity of offers. The current phone-number-based loyalty system will also be phased out once the new programme becomes fully operational.
Lidl Plus Programme Launch Timeline
The new Lidl Plus app is scheduled to launch fully on July 15, with pre-registration opening from July 1. During the rollout phase, customers will gain early access to selected promotional features and content before the full system becomes active.
Once fully launched, the Lidl Plus programme will introduce a points-based structure, allowing customers to earn rewards on eligible purchases and redeem them for discounts or selected products.
New Digital Features For Shoppers
The new system will apply discounts automatically at checkout when customers scan the app or enter their registered phone number. Personalised coupons based on shopping behaviour will also be introduced, alongside weekly digital promotions and updated store offers.
Additional features will include digital receipts and purchase history tracking, aimed at simplifying returns and improving transaction visibility for users.
Transition Period For Customers
A transition period will be in place between the removal of MyLidl and the full launch of Lidl Plus. Customers will be encouraged to register for the new programme during this time in order to maintain access to rewards and discounts.
Once registered, shoppers will still be able to use their phone number at checkout as an alternative to the app.
Wider Retail Strategy Context
The change forms part of Lidl’s broader strategy to strengthen its position in the US grocery market, where competition with retailers such as Aldi and Walmart continues to intensify.
The new loyalty system reflects a wider shift towards digital-first shopping experiences and personalised retail engagement across the sector.
