Purpose of Determining your Product Interests and optimising our online offering


To enable the advantages of the Lidl Plus membership and present you with the best possible individual offers and carry out targeted customer surveys, we would like to get to know you better. For this we first determine which products, specials and services could be interesting and relevant to you. Using this information, we can draw your attention to e.g. discount specials for your favourite products, offer you special advantageous prices and inform you about attractive offers as part of our specials.


For this reason, we collect, process and use a number of personal details about your shopping behaviour. 


The collected personal data could be suitable to make a statement about your product interests. This includes all details listed under point 1.


But the other above listed details could also provide meaningful information about your potential product interests. For this we determine a possible connection between one or more personal details and product interests. For the determination of this relationship we use mathematical statistical methods. Your personal data is compared with the data from other customers for this. Using this comparison, we can derive what further products and specials have been of interest to customers with similar interests and could also be of interest to you. 


This processing is required to enable you to use our services and for us to fulfil our contract with you (Art 6.1.b GDPR). We also have a legitimate interest in adapting our offers as best as possible to your product interests (Art 6.1.f GDPR).


Provided you have given the appropriate consent, information that we have collected from your device can also be included in this profile. In these cases, we process your personal data on the basis of Art. 6.1.a GDPR). This applies to the data processing described above under "Analysis of User Behaviour" and "Newsletter/ Push Notifications/ SMS".


In addition to increasing the informative value of the profile, we also use these findings to optimise the Lidl Plus app and our other online services, provided that this is covered by your consent. The legal basis for this is also Art. 6.1. a GDPR.