Lidl Shoppers Criticise New Points‑Based Loyalty Scheme as Downgrade

TL;DR: Lidl’s new loyalty programme awards one point for every pound spent, replacing the previous voucher‑based rewards. Shoppers have criticised the shift as less generous, citing higher spending needed for free items like a cucumber or seeded bloomer.

Lidl introduced the points‑based scheme on Tuesday, moving away from monthly reward coupons that offered discounts such as 10 % off after £250 of spend. The supermarket says the change aligns its programme with rivals like Tesco’s Clubcard and Sainsbury’s Nectar, and that it follows customer feedback. A spokesperson said the new Lidl Plus Points system lets shoppers earn more than one point per pound during promotional periods.

Under the new system, shoppers earn one point for each pound spent. A cucumber can be redeemed for 100 points and a seeded bloomer for 150 points.

One shopper described the overhaul as "insulting" and said it is not an improvement. The same shopper noted that previously £250 of purchases earned a 10 % voucher, whereas now the same spend yields a loaf of bread and a cucumber.

Critics argue that the points requirement makes free items harder to obtain, potentially reducing the incentive to shop at Lidl. The retailer contends that double‑, triple‑point and free‑point campaigns will offset the base rate, offering better value over time. Analysts suggest the shift gives Lidl more control over when and how rewards are delivered, while regulators urge supermarkets to ensure accessibility for those without smartphones or under‑18s.

Watch for Lidl’s upcoming promotional point multipliers and whether shopper sentiment shifts as the new scheme settles in.