Lidl has announced it is “transforming" the in-store checkout with a new payment feature integrated directly into its rewards app.

The rollout of Lidl Pay enables customers to activate their Lidl Plus coupons or offers and complete their purchase either at staffed tills or self-checkout terminals all through the Lidl Plus app.

The feature is now available for all Lidl Plus users on their next shop.

The move comes as Lidl Plus gains traction, with the number of monthly active users growing by more than a third in the past year.

Lidl said that the increase in popularity is linked to increasing engagement with the platform’s personalised offers and digital features.

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

The introduction of the new payment feature follows the the nationwide rollout of self-checkouts and the successful pilot of its Click, Reserve & Collect service via the Lidl Plus app.

In July, Lidl announced plans to trial a self-scanning feature which will be integrated into its Lidl Plus app.

The scanning feature will allow customers to scan products as they shop, track their spending and savings in real time as well as complete their purchases at a self-checkout terminal.

The supermarket said that the move will transform the in-store experience and is designed to offer customers a faster, more flexible way to shop.

Since September the technology has been tested by a select number of customers across four stores.

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