Lidl US replaces myLidl with new Lidl Plus rewards app

Lidl US is resetting how it delivers value to shoppers, and that kind of shift reaches well beyond grocery aisles. The company said it will retire myLidl on June 30, open pre-registration for Lidl Plus from July 1 through July 14, and turn on the new rewards app fully on July 15, a timeline that puts more pressure on rivals to make loyalty feel immediate at checkout.

Lidl Plus is built around the mechanics that now shape store conversations everywhere: shoppers can earn points, redeem free products, clip personalized coupons, and pull up digital receipts in the app. Lidl also said members can get member-exclusive pricing by scanning the app at checkout, a reminder that loyalty programs are no longer just about occasional offers in an inbox. They are becoming part of the payment and pricing experience itself. Existing myLidl profile information can transfer if users register with the same email address, and the app is available in both the Apple App Store and Google Play.

For Target, that matters because the company has already turned Target Circle into one of its biggest growth levers. More than 13 million members joined Target Circle in 2024, bringing the total membership base to more than 110 million, and Target says it wants to triple its paid Target Circle 360 membership over the next three years. Target Circle 360, which launched in April 2024, costs $49 a year or $10.99 a month at standard pricing and includes unlimited same-day delivery on orders over $35, free 2-day shipping, no-rush returns, and access to Shipt Marketplace.

The comparison is less about which app has the flashier features than about what those features do to expectations inside stores. When a discount can change based on whether a guest scans an app, Target team members and leaders are the ones fielding the questions at the register, explaining Circle offers, and managing the tension when a shopper thinks a price should have shown up automatically. The stronger the loyalty tools become elsewhere, the more front-line pressure Target faces to make its own offers easier to find, easier to use, and easier to trust.

Lidl’s move also lands as Alan Barry prepares to take over as U.S. chief executive, following Marco Giudici’s stint as interim CEO. Across the market, the message is the same: loyalty is now a core operating system, and Target’s 2026 plan to accelerate technology and AI to make shopping more personalized, while further scaling Target Circle 360 and Roundel, shows it knows the race is already on.