Migliaccio & Rathod LLP is investigating whether Lidl US uses customers’ shopping histories and other personal information to determine the individualized coupons, discounts, or promotional offers they receive through Lidl Plus.
Lidl Plus is Lidl’s loyalty program, which launched broadly in the United States in 2026. According to Lidl’s own descriptions of the program, Lidl Plus provides personalized coupons based on customers’ shopping habits and maintains information concerning customers’ purchase histories.
Personalized coupons are not necessarily improper simply because different shoppers receive different offers. Migliaccio & Rathod is investigating a more specific concern: whether Lidl may use information about an individual shopper’s purchasing behavior to determine how favorable a discount or promotional price that particular customer receives, without adequately disclosing that the customer’s own data influenced the economic terms presented to them.
For example, the investigation is examining whether customers who frequently purchase a particular product may receive smaller discounts or less favorable offers because their shopping history indicates that they are likely to purchase the product anyway, while other customers receive larger discounts for the same or similar products.
Consumer reports provide a reason to investigate this possibility. Some Lidl shoppers have reported that personalized coupons appear to change based on their purchasing patterns, including reports that offers associated with regularly purchased products were replaced with promotions for more expensive alternatives. These reports do not establish that Lidl engages in individualized pricing, but they identify a pattern that warrants further investigation.
Consumers May Have Experienced:
- Receiving Lidl Plus coupons described as personalized to their shopping habits;
- Receiving different coupons or discounts than another Lidl Plus member;
- Seeing personalized offers change after repeatedly purchasing particular products;
- Receiving smaller or less valuable discounts on products they regularly purchase;
- Receiving offers encouraging them to purchase more expensive versions of products they previously bought; or
- Paying a higher net price than another shopper for the same product because the other shopper received a different personalized offer.
Potential Claims May Include:
- Failure to adequately disclose the use of personal information in determining economic offers;
- Misleading presentation of individualized discounts or promotional prices;
- Unfair or deceptive trade practices;
- False or misleading discount representations;
- Unjust enrichment; and
- Violations of applicable state consumer-protection laws.
Signs You May Be Affected:
- You are or were a Lidl Plus member;
- You regularly used your Lidl Plus account when shopping;
- You received coupons or discounts labeled or presented as personalized;
- Your offers appeared to change based on products you previously purchased;
- Someone shopping at the same Lidl received a materially better offer for the same product; or
- You paid more for an identical product because another customer received a larger personalized discount.
If you have encountered these issues, we would like to hear from you. Please complete the contact form on this page, send us an email at [email protected], or give us a call.