The customer is the key to the business of every modern company because it is he who brings him profit and enables him to grow, develop and survive. If the company does not have a sufficiently well-developed concept of customer relationship management, it will certainly not grow, develop or even survive. With this concept, the company should satisfy the needs, wishes and demands of customers, which has been especially emphasized in recent years, since they are getting bigger, and at the same time, the market is becoming more dynamic and the competition is increasing. Lidl is an example of a company that has been operating successfully for many years in many world markets and, at the same time, pays a lot of attention to its customers. This company successfully manages relations with its consumers and constantly develops loyalty programs, the most outstanding of which is the Lidl Plus digital card. By using this card, members of the loyalty program have various benefits in the form of discounts, prizes and coupons. However, like any other successful company, Lidl should not stop at what it has achieved so far, but should continue to introduce some new additional options for its customers. This would achieve even greater loyalty of the existing ones, but would also attract some new customers.