Lidl has launched a new payment feature integrated into its loyalty app, Lidl Pay, which allows customers to complete their purchases directly on the mobile platform.

The new feature will also allow shoppers to activate their Lidl Plus coupons and offers entirely through the app when making purchases.

Shyam Unarket, customer relations director at Lidl GB, said: “The integration of payment functionality into the Lidl Plus app represents a step forward in our digital evolution.

“We are committed to investing in technologies that simplify the customer journey and offer greater flexibility in how people shop with us. Whether customers prefer using traditional tills or self-checkouts, we want to ensure that every shopper can choose the experience that best suits them.”

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The new update comes as the application has gained traction among users, and the usership has grown by over a third within the past year.

This new upgrade is part of the discounter’s commitment towards improving its customer service, which has previously involved rolling out self-checkouts and the successful trial of the Click, Reserve & Collect service.

This week Lidl was named one of the UK’s fastest-growing retailers in sales alongside Ocado and continues to gain market share according to the latest research.