Lidl Shoppers Criticize Loyalty Scheme Changes as Less Generous

Upset Lidl shoppers have complained on social media that the supermarket chain's updated loyalty scheme is less generous than before.

Under changes to the program that took effect Tuesday, customers now collect points instead of reward coupons, with £1 spent equaling one point. The update aligns Lidl's system more closely with rival supermarket chains, though some customers call it a downgrade from previous 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 followed customer feedback and gives shoppers "even better value."

Some shoppers on social media, however, said the overhaul would leave them saving less, not more. One commenter noted they would now need to spend a lot more to get a free bakery treat than under 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 10% off the 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" because of campaigns such as double points, triple points or free points on selected products.

The change brings Lidl's rewards scheme in line with other supermarket chains. Tesco's Clubcard and Sainsbury's Nectar card both rely on points while also offering discounts on certain items.

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 reward shoppers at important moments in the year."