Discount supermarket Lidl has launched ‘My Lidl’, an online community which allows shoppers to chat, gain rewards, swap reviews and stay up to date on what’s happening in-store. The platform is dedicated to loyal ‘Liddlers’ who want to feel connected to where they shop and share their saving ideas.

Brands want people to interact with their products and services - because interaction can take on value as an alternative to traditional currencies - and they're constantly searching for the best exchange rate. But what's in it for consumers?

The UK’s supermarkets are at war. With each chain jostling for space in a market predicted to be worth £203 billion by 2019, Waitrose’s Pick Your Own Offers scheme aims to grow the brand’s share with customisable discounts. But is it enough to win the battle for supermarket loyalty?

In the wake of poor Christmas numbers, Chief Executive of Sainsbury’s Mike Coupe feels it would be “very brave” to predict improvement in 2015. Yet, while the big four report drab festive figures, it’s discount brands Lidl and Aldi who have cause to celebrate.