Lidl is set to experiment with a click and collect mechanism, providing its loyalty members the exclusive opportunity to reserve "middle aisle" treasures in advance.

As part of the pilot scheme, Lidl enthusiasts can earmark the Parkside Robot Lawnmower through the Lidl Plus app from April 7 to April 13, selecting their preferred store for collection later on, between April 16 and April 19.

The coveted lawnmower will become available in physical stores starting April 24.

Lidl GB's Chief Customer Officer, Jassine Ouali, expressed enthusiasm about the initiative, stating: "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."

Highlighting the appeal of the Middle of Lidl selection, Ouali added: "We know how popular our Middle of Lidl deals are, and this trial will give our Lidl Plus customers the chance to secure a must-have item before it hits the shelves."

Eagerly awaiting customer feedback, he said: "We can't wait to see how our customers respond."

Since its 2020 launch, Lidl Plus has reportedly amassed over 100 million users globally. In addition to the lawnmower, loyal shoppers will also have the chance to snag the Parkside Robot Lawnmower Garage—a protective station designed to shelter the lawnmower.

This innovative take by Lidl—and similarly by Aldi—on middle aisle offerings, ranging from culinary gadgets to outdoor attire and wellness equipment, has resonated profoundly with the British consumer base.

Both budget retailers promote their frequently seasonal "special buy" items as being available for a short period at bargain prices, with Aldi's catchphrase being "When it's gone, it's gone."