Following a trend popularized by music and fitness apps,Swiss retail giant Migros and German discount chain Lidl are now offering customers a personalized “year in review” of their shopping habits. These data-driven insights, modeled after Spotify Wrapped, aim to boost customer engagement by highlighting purchasing patterns and preferences from the past year-with Lidl sweetening the deal by offering a voucher for participation. The initiatives utilize existing customer loyalty data and mark a growing effort by retailers to leverage analytics for a more personalized shopping experience.
- Migros is launching a personalized annual shopping review for the first time, modeled after “Spotify Wrapped.”
- Customers can see their most frequently purchased products and their preferred store location.
- The feature utilizes existing Cumulus data.
- Lidl is also offering a year-end review, and is including a voucher for customers.
Migros, the Swiss retail giant, is offering customers a personalized look back at their shopping habits for the year, mirroring the popular “Spotify Wrapped” feature used by the music streaming service. The new initiative, designed to enhance customer engagement, provides insights into purchasing patterns and preferences. The move comes as retailers increasingly leverage data analytics to personalize the shopping experience and build customer loyalty.
Insights into Shopping Habits
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Dubbed “Your Cumulus Year 2025,” the feature, currently available within the Migros app, presents users with a series of slides detailing their shopping activity. This includes the frequency of visits, most purchased items, and a “shopping type” categorization. Customers also receive information about their favorite store location, preferred shopping times, and the product categories they frequent most.
The tone of the review is lighthearted, with playful messaging. For example, frequent visits to the same store prompt a message asking, “Do you have a key?” The company stated that the initiative is intended to provide customers with a fun and personalized way to understand their shopping behavior, fostering transparency and highlighting how they utilize Migros in their daily lives, according to spokesperson Andy Zesiger.
Leveraging Cumulus Data
Migros is utilizing data from its three million active Cumulus loyalty program members to power the personalized reviews. The data includes purchase history, store visits, accumulated points, and participation in promotional offers. The company emphasizes that no new data is being collected for this purpose. Customers who prefer not to have their data used for the review can opt out by contacting Cumulus customer service. The review only considers purchases made with a scanned Cumulus card, meaning some shopping activity remains unrecorded. As a result, the insights provided are not as comprehensive as those offered by services like Spotify.
What are your thoughts on personalized annual reviews of your shopping behavior, as offered by Migros and Lidl?
The company also stated that it does not derive any commercial benefit from the data collected for the annual review.
Lidl Offers Similar Review with Incentive
Migros is not alone in this approach. Lidl, the German discount supermarket chain, has launched a similar feature called “Lidl Plus Wrapped 2025.” This review also highlights favorite products, shopping patterns, and customer types, drawing inspiration from the streaming service model. Lidl is further incentivizing participation by offering a personalized voucher for a future purchase to customers who complete the review.
Have you explored your Cumulus annual review? What are your thoughts on the idea, and which shopping statistics surprised you the most? Share your most interesting findings with us in the form below.
Carolin Teufelberger (cat) has been working for 20 Minuten as an editor in the News, Business & Video Reporting department since 2024.
