Lidl's Loyalty Scheme Update Sparks Shopper Complaints
Several Lidl customers have expressed dissatisfaction on social media regarding the supermarket chain's revised loyalty programme, describing it as less generous than the previous version.
The changes, implemented on Tuesday, involve customers earning points instead of reward coupons, with a rate of one point per £1 spent.
This update aligns Lidl's system more closely with those of competing supermarket chains. However, some shoppers view it as a downgrade compared to former rewards such as 10% off vouchers for spending £250 within a month.
A Lidl GB spokesperson commented on the new scheme, stating:
"Lidl Plus Points offers a brand new way for shoppers to save even more on their weekly essentials and middle aisle finds."
Lidl indicated that the change was introduced following customer feedback and aims to provide shoppers with better value.
Despite this, some customers on social media expressed concerns that the overhaul would result in reduced savings rather than increased benefits.
One user noted that they would now need to spend significantly more to earn a free bakery item compared to the previous offer, which required spending £10 in a month.
Others mentioned that the former rewards system was their primary reason for shopping at Lidl and that they might consider switching to other retailers.
"It's honestly insulting for them to try and frame this as any sort of improvement,"one customer remarked.
Another customer compared the old and new rewards, stating:
"£250 worth of shopping used to get you 10% off your next shop. Now we get a loaf of bread and a cucumber,"
They further explained that a cucumber costs 100 points and a seeded bloomer 150 points under the new system.
A Lidl GB spokesperson added that customers will
"consistently be earning more than one point per £1."They explained that this is due to promotional campaigns such as double points, triple points, or free points on selected products.
Comparison with Other Supermarket Loyalty Schemes
The revised scheme brings Lidl's rewards programme in line with other supermarket chains. Tesco's Clubcard and Sainsbury's Nectar card both operate on a points-based system while also offering discounts on selected items.
Retail analyst Catherine Shuttleworth commented on the changes:
"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."
Competition Watchdog Review
In 2024, the official competition watchdog conducted an investigation into loyalty systems used by many supermarkets.
The review found that customers
"can almost always make a genuine saving on the usual price by buying loyalty priced products."
However, the watchdog also noted that supermarkets
"could do more"to ensure accessibility of loyalty schemes for those without smartphones and for under-18s.
