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Lidl overhauls rewards program amid customer divide
Lidl has replaced its long-standing loyalty scheme with a points-based system, sparking mixed reactions from shoppers who relied on its monthly freebies. The change comes as food prices continue to climb, raising questions about the real value of supermarket rewards.
How the old system worked
For a decade, Chichester resident Lizi Hall, 44, optimized Lidl's rewards program to maximize savings for her family. By spending at least £250 monthly, she earned a 10% discount voucher for her next shop. She also claimed free vegetables-often a 7kg bag of potatoes worth £4-after hitting a £50 monthly spend threshold.
Hall described her strategy as "an art," but the new system has left her reconsidering her loyalty. "It won't keep me tied to Lidl," she said, adding she now plans to split her shopping between Lidl and Aldi to stretch her budget further.
New points system draws criticism
The updated Lidl Plus scheme awards one point per £1 spent, with opportunities for bonus points. Unlike the old model, where freebies expired within a week, points can now be redeemed for money-off coupons or products without strict time limits.
Some shoppers welcome the flexibility. London students Amelie Harding, 20, and Madeleine Mourgue d'Algue, 19, praised the app's personalized discounts, like deals on veggie burgers. "I really only shop at Lidl," Harding said, though she acknowledged the loss of monthly free bakery items.
Others argue the new system demands higher spending for comparable rewards. On Reddit and Facebook, users complained that securing a free pastry now requires far more spending than the previous £10 monthly threshold.
Do loyalty schemes still drive customer loyalty?
Retail expert Catherine Shuttleworth warned that altering loyalty programs risks alienating customers. "You can give away lots of points, but if you're £5 dearer than your competitor, people will swap anyway," she said.
Research by TCC Global found most shoppers belong to four or five loyalty schemes, prioritizing final prices over perks. Seb Hill of TCC Global called Lidl's old scheme "very rewarding" but noted the new model aligns with industry standards.
The UK's Competition and Markets Authority (CMA) concluded in 2024 that loyalty schemes offer genuine savings, with "very little evidence" of price inflation to exaggerate promotions. However, critics argue that two-tier pricing-where members pay less than non-members-could artificially inflate base prices.
Shoppers prioritize price over perks
Steven Rowan, 64, from Glasgow, ignores loyalty schemes entirely, favoring Aldi, Farm Foods, and Iceland for their lower prices. Which? ranked Aldi as the UK's cheapest supermarket in April, with Lidl in second place.
Student Nick Tang, 19, admitted missing Lidl's free pastries but said he'll stay loyal to the store for its affordability. "I'll keep shopping in Lidl," he said.
Lidl defends the changes
A Lidl spokesperson told BBC News the new system "allows our customers to choose the rewards that suit them best," emphasizing flexibility in how and when savings are redeemed.
"The switch to points gives shoppers more control over their rewards."
Lidl spokesperson
