Lidl's new loyalty scheme less generous, shoppers say

An important development from the financial markets: Lidl's new loyalty scheme less generous, shoppers say 14 minutes ago Share Save Add as preferred on Google Mitchell Labiak Business reporter Getty Images Upset Lidl shoppers have complained on social media the supermarket chain's updated loyalty scheme is less generous than before. Under changes to the programme which came into force on Tuesday, customers collect points rather than reward coupons, with £1 spent equalling one point. The update brings Lidl's system more line with rival supermarket chains, though some have said it is a downgrade from rewards such as 10% off vouchers for spending £250 in a month.

A Lidl GB spokesperson said Lidl Plus Points "offers a brand new way for shoppers to save even more on their weekly essentials and middle aisle finds". Lidl said the change has been introduced "following customer feedback" and that it gives shoppers "even better value". However, some shoppers on social media believed the overhaul would see them saving less, not more.

Economic Details

One commenter said that they would now need to spent a lot more to get a free bakery treat than the previous offer of spending £10 in a month. Others said the old rewards system was the only reason they shopped at Lidl and that they would now go elsewhere. "It's honestly insulting for them to try and frame this as any sort of improvement," one customer said .

Another said that £250 worth of shopping used to get you 10% off your next shop. "Now we get a loaf of bread and a cucumber," they calculated , noting that a cucumber costs 100 points and a seeded bloomer costs 150. A Lidl GB spokesperson said customers will "consistently be earning more than one point per £1".

They said this is because of campaigns such as double points, triple points, or free points on selected products. 'More controllable' The change brings Lidl's rewards scheme in line with other supermarket chains. Tesco's Clubcard and Sainsburys' Nectar card both rely on points while also offering discounts on certain items.

Analyst Views

Retail analyst Catherine Shuttleworth said: "While it feels less generous up front to the shopper, it will be more controllable in the longer term and will allow Lidl to rewards shoppers at important moments in the year. " The official competition watchdog investigated the loyalty system used by many supermarkets in 2024. It found customers "can almost always make a genuine saving on the usual price by buying loyalty priced products".

However, it added that supermarkets "could do more" to make sure that those without smartphones and under-18s were able to use their loyalty schemes.

Financial markets are tracking the development closely as investors assess the likely impact.