Lidl rolls out new supermarket feature to 37 more stores — but some call it ‘awful’
Shoppers Divided as Lidl Expands Smartphone Checkout to 37 Additional Locations
Lidl rolls out new supermarket feature - Customer opinions remain split following Lidl's announcement that it is extending its mobile scanning technology to dozens more branches across the United Kingdom. The discount supermarket chain confirmed that thirty-seven extra outlets will receive the Lidl & Go system throughout July, covering areas including Scotland, the South East, and broader southern regions of England.
Online reactions have been notably mixed. One Reddit user expressed skepticism, noting that the application already struggles with basic functionality for them personally. An alleged Lidl staff member echoed these concerns, predicting the new system would be problematic, while another worker suggested it might deter certain shoppers from visiting their stores altogether.
They're absolutely awful. Queues are worse.
Customers who participated in the initial trial phase shared similar frustrations. Some described the experience negatively, while others pointed to practical limitations such as unreliable mobile signal, difficulties purchasing age-restricted products, and potential security vulnerabilities.
How the Mobile Scanning System Works
The technology integrates directly with the Lidl Plus mobile application, enabling shoppers to scan items as they move through aisles without needing to unload their baskets at traditional checkout points. Users monitor their total expenditure in real time, making it easier to stay within budget constraints.
Lidl reported that feedback from the original seven pilot locations revealed particular enthusiasm among parents and cost-conscious consumers. The system eliminates the need to scan items twice—once while shopping and again at the register—while also reducing the pressure of keeping pace with busy checkout personnel.
The early response… has been really encouraging. Customers are telling us they value the control and visibility it gives them over their spend, and the flexibility to shop at their own pace.
Louise Weise, who serves as chief customer officer for Lidl GB, emphasized that the company remains committed to incorporating customer input as the feature continues to develop. She noted that this expansion phase brings the technology to significantly more shoppers than the initial trial period.
Part of a Broader Digital Transformation
The mobile checkout represents just one component of Lidl's ongoing technological modernization efforts. The retailer has simultaneously introduced Lidl Pay, customized digital coupons, a Click Reserve & Collect service, and a recently launched Lidl Points loyalty program.
Importantly, Lidl has clarified that staffed checkout counters and conventional payment methods will remain available alongside the new technology. The company positions the mobile system as an additional option rather than a replacement for existing infrastructure.
Industry-wide, similar technological shifts have generated comparable controversy. Last year, insufficient till staff at a Cornwall Asda location prompted a customer walkout, while Tesco's implementation of automatic security scales for Scan as you Shop users received criticism described as "dystopian" by online commentators.
Premium retailers have faced similar pushback. Waitrose and Sainsbury's encountered criticism for deploying AI-powered trolleys and facial recognition technology at checkout points. Marks & Spencer was accused of transforming routine shopping into a "sterile chore" after introducing self-scanning equipment.
I think it's great. So much easier just to scan stuff and put it straight in your bags.
Amid this growing resistance to automation, Anda Jansen launched a petition urging supermarkets to maintain a balance by preserving more manned, cash-accepting checkout counters. The campaign accumulated over 72,000 signatures within weeks, with Jansen arguing that companies are quietly excluding customers who do not align with their digital-first approach.
While some shoppers found the technology particularly useful for smaller shopping trips and appreciated the time savings once they adapted to the new system, the overall reception demonstrates that technological advancement does not always translate to universal customer satisfaction. Lidl's commitment to offering multiple shopping options suggests the retailer recognizes this complexity.