Lidl is revolutionising its coveted middle aisle with a novel click and collect service.

As of April 3, a new trial service was initiated, permitting shoppers to reserve sought-after items up to a fortnight in advance, all through the convenience of Lidl's app. From April 7 to April 13, shoppers will be able to secure reservations for bulkier items typically housed within the middle aisle, such as lawnmowers and other household essentials.

Accessible exclusively through Lidl's app, this innovative feature follows hot on the heels of the success of Lidl Plus which launched in 2020. Since its inception, the app has garnered an impressive 100 million+ global userbase and has grown to incorporate a host of perks.

Not only does it showcase weekly leaflets digitally, but also dishes out tailor-made offers, discount codes and further rewards simply for shopping at the store - all without incurring any costs to the consumer.

Commenting on the new 'Click, Reserve and Collect' pilot scheme, Chief Customer Officer of Lidl GB Jassine Ouali revealed, "We're always exploring bold new ways to enhance our customers' shopping experience and are pleased to be in a position where we can bring this latest trial to life", reports the Mirror.