Driving Engagement for Lidl Plus
Website Refresh
The aim was to create a website that is both exciting and engaging, embodying a hunter-gatherer aesthetic. It focuses on helping users find best deals available through the Lidl Plus app.
Social
The tagline "even more incredible savings" needed to remain because it was a crucial aspect of the original brand guidelines. social media, we aimed to capture attention quickly by using vibrant illustrations alongside Lidl products. I created an illustration a woman gathering as many deals as possible.
Mission Possible
The primary challenge was to revitalize the Lidl Plus loyalty program for a key promotional week, focusing on a significant increase in available offers and the introduction of a daily free coupon.
The goal was to communicate these exciting new benefits without alienating existing users or abandoning established brand recognition. This required a delicate balance: injecting fresh energy and visual appeal into the program while maintaining a sense of familiarity and ease of use. Furthermore, the refresh had to be executed across a variety of in-store and owned channels, from gondola heads and till POS to the Lidl Plus app and leaflet back page, ensuring consistent messaging and visual identity.
The project also required research into successful loyalty program strategies employed by other Lidl countries, identifying best practices that could be adapted for the Irish market. Finally, all of this had to be achieved without any paid media support, relying solely on owned channels and in-store presence to drive awareness and engagement.
The Aha! Moment
To address these challenges, a multi-faceted approach was adopted. The core message, "Double the Deals, Daily Rewards!", was crafted to clearly and concisely communicate the key benefits of the refreshed program. A playful and engaging visual style was developed, incorporating a "hunter/gatherer" theme to evoke the excitement of finding great deals.
This new aesthetic was applied consistently across all touchpoints, from in-store materials to the Lidl Plus app, creating a cohesive brand experience. Research into international Lidl programs provided valuable insights into effective offer presentation and coupon redemption strategies. These learnings were adapted and implemented to enhance the user experience.
Finally, a comprehensive channel strategy was developed, maximizing the impact of owned channels and in-store presence to drive awareness and engagement with the refreshed Lidl Plus program. This included impactful gondola head and till POS displays, engaging in-store audio announcements, and a prominent feature on the leaflet back page, ensuring that the message reached customers at every stage of their shopping journey.
