Purpose of Determining your Product Interests
To grant you the advantages of the Lidl Plus membership and present you and other customers with the best possible individual offers and carry out targeted customer surveys, we would like to get to know you better. For this we first determine, on the basis of all the personal data listed in section 1, in particular your transaction data from Lidl Plus as well as information that we receive from the Lidl online store or other apps, websites or digital services described above, which products, specials and services could be interesting and relevant to you. We use mathematical-statistical methods to determine this correlation. For this purpose, your personal data is compared with the data of other customers. On the basis of this comparison, we can then deduce which other products and promotions, that other customers with comparable interests have been interested in, could also be of interest to you and other customers.
Using this information, we can draw your attention to e.g., discount specials for your favourite products in the Lidl Plus app and on the website of the respective online shop or the individual digital service, for example, offer you special advantageous prices, discount coupons and other benefits for you, and inform you about attractive offers as part of assortment specials.
For this purpose, you will receive (if possible personalized) information about products, promotions, competitions, new services and news from the streaming-, branch-, online shop-, flower, photo- and travel offer and for surveys.
By measuring your app usage (see above), we also gain general insights into the optimization of our Lidl Plus app and the success of our advertising campaigns. In addition, we provide our advertising partners with statistically processed, anonymous data (based on your app usage as well as your purchased products) on the success of their advertising campaigns for billing purposes and to optimize their marketing campaigns. Our advertising partners cannot trace this information back to you personally.
Furthermore, personalised user profiles under assigning your person and/or e-mail address will be used to better tailor a possible advertising approach, in particular in the form of newsletters, to your personal interests and to improve the web offers. This usage profile then also includes information about your use of Lidl Plus.
These processing operations are carried out on the basis of statutory provisions that allow us to process personal data insofar as it is necessary for the use of a service or the performance of a contract (Article 6, paragraph 1, letter b) GDPR).
Provided you have given the appropriate consent, information that we have read from your terminal device can also be included in this profile. In these cases, we process your personal data on the basis of Article 6, paragraph 1, letter a) GDPR. This applies to the data processing described above under "Online Shop", "Analysis of User Behaviour" and "Newsletter/ Push Notifications/ SMS", as well as the transfer of data to our advertising partners for the playout of (advertising) content on third-party services.
In addition to increasing the informative value of the profile, we also use these findings to optimise the Lidl Plus app and our other online services, provided that this is covered by your consent. The legal basis for this is also Article 6, paragraph 1, letter a) GDPR.