Budget supermarket chain Lidl has taken another step towards tackling its established competitors in the digital space by introducing a new app that aims to increase customer loyalty levels.

Internet Retailing reports that the Lidl Plus app offered elements of safe shopping online in combination with benefits that are only available to those who visit a bricks and mortar store.

The idea is that users will be able to find out about the latest deals and offers that are available and effectively leverage coupons encountered in the app for purchases they make in person.

In addition, the app will provide customers with the latest news about what their local Lidl store is stocking as well as perks such as offers from other retailers and outlets with which the firm is partnered.

The app is currently being trialled on a small-scale basis, meaning that not every customer is able to download it at the moment. However, once this initial phase has been completed, it should be made available across the UK.

Lidl is an interesting case, since it has gained significant traction in the past decade yet still manages to avoid offering products for sale over the internet directly. This app could be a stepping stone towards eventually embracing e-commerce entirely, but for the time being it seems content to integrate more digital services without completely committing to home deliveries.

The good news is that even if it is late to the game of safe shopping online, it still stands a good chance of making up lost ground quickly if and when it eventually decides to sell via the web. Morrison’s has proven that launching online shopping services years after rivals is not an issue so long as customers can be effectively engaged.