US Army says ‘Project Freedom’ in blockaded Hormuz has ‘just begun’
US Navy launches 'Project Freedom' to secure Strait of Hormuz amid conflict
Al Jazeera English1 min read
Businessneutral
Lidl's new loyalty scheme less generous, shoppers say
TL;DR
Lidl's updated loyalty scheme has drawn complaints from shoppers who feel it is less generous, as customers now earn points instead of reward coupons. The new system aligns more closely with competitors, but some customers miss previous rewards like discount vouchers.
Key points
- Lidl's loyalty scheme now uses a points system
- Customers earn one point for every £1 spent
- Previous rewards included 10% off vouchers
- Shoppers have expressed dissatisfaction on social media
- Lidl claims the changes offer better value
Mentioned in this story
Lidl
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.
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.
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.
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".
Q&A
What changes were made to Lidl's loyalty scheme?
Lidl's loyalty scheme now allows customers to collect points instead of reward coupons, with £1 spent equaling one point.
Why are shoppers upset about Lidl's new loyalty program?
Shoppers are upset because they feel the new points system is less generous than the previous rewards, such as 10% off vouchers for spending £250.
What did Lidl say about the changes to their loyalty scheme?
Lidl stated that the changes were made following customer feedback and aim to provide shoppers with better value on their purchases.
