Overview
- Aldi launched a public campaign this summer arguing its low prices apply to all customers without needing an app and promoted a “no-activation” buying model that many consumers praised for clarity and privacy.
- Lidl responded publicly on LinkedIn with a mocking post, turning the pricing dispute into a visible rivalry between discount chains.
- Consumer advocates and price comparisons report that app-based coupons deliver only small average savings, typically around one to two percent, while many users say the apps prompt extra, unplanned purchases.
- Lidl Plus requires users to activate coupons and present a QR code at checkout to get discounts and offers optional in‑app payment; the app is used by roughly 20 million people in Germany while Payback has about 31 million users.
- The debate has raised legal and privacy questions: the Verbraucherzentrale Bundesverband has opened complaints over app practices, and Lidl insists targeted offers and partner benefits can yield larger savings and that user data are processed under the GDPR.