Lidl Loyalty Scheme Overhaul Draws Shopper Backlash
BBC Business reported Tuesday that Lidl’s loyalty scheme has been overhauled, replacing instant reward coupons with a points-based model. The change has drawn swift criticism from customers who say the new system is far less rewarding than what it replaced.
How the New Lidl Loyalty Scheme Works
Under the updated Lidl Plus Points programme, shoppers earn one point for every pound spent in-store. Points can then be redeemed against specific products rather than receiving percentage-off vouchers. A Lidl GB spokesperson told the BBC the revamp gives customers “even better value” and was introduced following direct customer feedback. The company also noted that bonus campaigns, including double and triple point events, mean shoppers will routinely earn more than one point per pound.
Shoppers Push Back Hard
The backlash on social media has been swift and pointed. Many customers argued the previous scheme, which offered rewards such as 10% off a shop after spending £250 in a month, was plainly superior. One shopper calculated that the same £250 spend now yields enough points for little more than a loaf of bread and a cucumber. Another noted that a previously affordable bakery treat now requires significantly more spending to unlock. Several commenters said the old rewards were their primary reason for choosing Lidl and warned they would now shop elsewhere. One customer called it “honestly insulting” to frame the overhaul as an improvement.
Background: UK Supermarket Loyalty Under Scrutiny
The Lidl loyalty scheme revamp arrives against a broader backdrop of regulatory attention on supermarket reward programmes. The UK’s Competition and Markets Authority investigated loyalty pricing across the sector in 2024, concluding that genuine savings were generally available through loyalty-priced products. However, the watchdog urged supermarkets to improve access for customers without smartphones and those under 18. Retail analyst Catherine Shuttleworth told the BBC that while the new system feels less generous upfront, it gives Lidl greater control over when and how it rewards shoppers throughout the year.
Lidl Aligns With the Competition
The shift brings Lidl closer to the model used by its major rivals. Both Tesco’s Clubcard and Sainsbury’s Nectar card operate on points accumulation, supplemented by selected product discounts. Lidl had previously stood apart by offering flat-rate coupon rewards, a distinction many customers clearly valued. Whether the new structure retains shopper loyalty, or simply mirrors what every other chain already offers, remains to be seen.