Conflict between Aldi and Lidl over smartphone app escalates further

In Germany, discounters Aldi and Lidl are battling each other with confrontational ads about the merits—or lack thereof—of exclusive discounts in smartphone apps. The tone is becoming increasingly acrimonious.

A surprising escalation

In July, Aldi Nord and Süd jointly launched a high-profile campaign in their home market that takes aim at the complexity of loyalty apps, under the slogan “Cheap without a bonus app.” Aldi specifically accuses its competitor Lidl of a “two-tier” policy, arguing that customers without a smartphone app miss out on a lot of discounts. “Those who don’t have a smartphone or don’t want to use an app often pay more for the same product in many places. Loyalty apps and discount prices also frequently tempt customers into spending more—and that can add up to as much as 30 percent,” the company said in a press release at the time.