Lidl launches new service to give shoppers 'priority' over 1 aisle

Lidl is trialling a brand new service that will give shoppers 'priority' over one aisle in stores. has launched a trial of a new that allows Lidl Plus customers the chance to reserve a 'Middle of Lidl' item before it launches its stores.

As such, those who are members of the supermarket's loyalty app will have priority access to products up to two weeks before items arrive on store shelves. The aisle stocks an array of household items ranging from tools, outdoor furniture, kitchen appliances and bathroom accessories, and they change regularly so shoppers will need to grab items while they last. It is similar to 's middle aisle, which stocks various , home, baby and beauty items.

Lidl's click, reserve and collect service launched on April 7 and allowed customers to reserve its new Parkside Robot Lawnmower and Garage two weeks in advance of it landing in stores on April 24. Users of Lidl Plus can select their preferred store for collection between April 16 and 19.

The lawnmower is priced at £199 on Lidl Plus and is £150 cheaper than a comparable branded version on the high street, according to Lidl.

The supermarket says its Lidl Plus app now has more than 100 million users globally which it says is a testament to the "value and benefits" it offers customers.

Comments on the new click, reserve and collect trial, Jassine Ouali, Chief Customer Officer from Lidl GB, said: "We're always exploring bold new ways to enhance our customers' shopping experience and are pleased to be in a position where we can bring this latest trial to life.

"We know how popular our Middle of Lidl deals are, and this trial will give our Lidl Plus customers the chance to secure a must-have item before it hits the shelves. We can't wait to see how our customers respond."

As well as the new click, reserve and collect service, the Lidl Plus app gives loyal customers access to an array of offers, discounts and rewards in store.

The app works by providing shoppers with personalised coupons and special offers that are automatically applied when the app is scanned at the till.

The app also sends coupons to users based on their shopping habits and interests, including special offers and discounts on specific products, and it stores digital receipts to make it easy to keep track of purchases.

Additionally, customers can get access to discounts from Lidl Plus reward partners which include Jet2holidays, British Gas, The Cinema Society, Vision Express and Buyagift, among others. The app is free to download on Google Play or on the App store.