Lidl, following in the footsteps of Rewe and Penny, now also embraces the use of apps, potentially impacting its customers negatively.
In a recent report by Techbook, it has been revealed that the Lidl app, a popular tool for customers to access discounts and free items, has undergone significant changes. These changes, while intended to modernise the shopping experience, have led to a decline in customer satisfaction.
The most notable update is the introduction of an in-app self-scanning feature, which allows customers to scan items while shopping, track spending, and complete purchases through a self-checkout system in the Lidl Plus app. However, the rollout and trial phase of this new feature have caused some issues for users.
For instance, some Lidl stores have removed self-scan tills, leading to longer queues and slower checkout experiences, especially for customers buying only a few items. This has made shopping less convenient and has driven some customers away from those stores.
Moreover, there is a customer perception that these technological changes aim primarily at reducing staff numbers rather than improving the shopping experience. This negative sentiment regarding fewer staff has added to the dissatisfaction among users.
Despite these challenges, the new in-app self-scanning feature is intended to offer customers more control and flexibility in shopping methods. The ability to choose between traditional checkout, self-service, or self-scanning is seen as a digital upgrade.
Interestingly, no significant negative feedback about the app’s loyalty or discount features was found. In fact, some users have noted new loyalty benefits positively in the Lidl Plus app. However, the main source of customer dissatisfaction relates to the impact on checkout convenience and store staffing due to these recent updates and trials of new digital technologies.
Meanwhile, the Rewe app has also undergone changes, with customers now able to pay through the app and receive loyalty points. However, the changes in the Lidl app, leading to smaller price reductions and the removal of free items, have drawn criticism from customers. Many are rating the Lidl app with one star due to these recent updates.
The decline in the perceived value of shopping through the Lidl app, specifically the removal of free items from the bonus program, has been a significant point of contention among customers. The remaining coupons in the Lidl app are also rarely found to be useful.
It's worth noting that Aldi, Lidl, and other similar stores are facing similar criticisms due to changes in their apps. The balance between modernising shopping experiences and maintaining customer satisfaction is a delicate one, and it remains to be seen how these retailers will navigate this challenge.
In conclusion, while the Lidl app's updates aim to improve the shopping experience, the phased implementation and removal of older self-scan tills without consistent alternatives have caused dissatisfaction among users. The practical impact of the transition in checkout technology—particularly longer queues and perceived staff cuts—seems to be the primary source of customer dissatisfaction.
Customers are expressing disappointment with the Lidl app's recent updates, specifically the rollout of the in-app self-scanning feature. The removal of self-scan tills in certain stores, leading to longer checkout lines, and the perception that staff numbers are being reduced have contributed to this dissatisfaction. Despite the new feature offering more control and flexibility to users, there is a need for Lidl to find balance between modernizing shopping experiences and maintaining customer satisfaction.
