Lidl Shoppers Criticise New Loyalty Scheme as Less Generous Than Prior Rewards

Lidl customers have voiced strong objections on social media regarding the supermarket chain's revised loyalty programme, launched on Tuesday. The updated scheme now awards one point for every GBP#1 spent, replacing the previous system that offered tangible rewards, such as 10% off for monthly spending of GBP#250.

Many shoppers claim the new points-based system is less generous. One commenter calculated that under the old scheme, GBP#250 of spending yielded a 10% discount on a subsequent shop, whereas the equivalent in points now only secures items such as a cucumber (100 points) and a seeded bloomer (150 points).

A Lidl GB spokesperson stated that 'Lidl Plus Points' offers 'a brand new way for shoppers to save even more'. They also claimed the change followed 'customer feedback' and provides 'even better value', noting customers would 'consistently be earning more than one point per GBP#1' through various promotional campaigns.

Despite these assurances, some customers indicated they would now shop elsewhere, asserting the former rewards system was their primary reason for choosing Lidl. Retail analyst Catherine Shuttleworth observed that while the new system 'feels less generous up front to the shopper, it will be more controllable in the longer term'.

This shift aligns Lidl's programme with those of other supermarket chains, such as Tesco's Clubcard and Sainsbury's Nectar card, both of which operate on a points-and-discount model. The official competition watchdog investigated supermarket loyalty schemes in 2024, concluding that customers 'can almost always make a genuine saving' but suggested supermarkets 'could do more' to ensure accessibility for those without smartphones or under-18s.