Lidl has become the latest retailer to overhaul its loyalty program, introducing a new points-based system called Lidl Plus Points. The German discount supermarket claims the change is driven by customer feedback and offers shoppers 'the freedom to choose how they spend their points.' However, many loyal customers are far from pleased, with some branding the revamped scheme a 'slap in the face.'
What Are the Changes to Lidl Plus?
Under the new system, shoppers earn one point for every £1 spent in store, with points rounded up to the nearest pound. Customers can also earn extra points on selected items. Points are redeemable in the Lidl Points Marketplace for coupons or freebies, such as bakery treats. Each point is worth 1p when redeemed, meaning 300 points equals £3 off a shop. Points are credited the day after purchase but may take up to 48 hours to appear in the app and expire after two years.
How Many Points Are Needed for Rewards?
Previously, customers could earn a free bakery item after spending £10 or a 10% off coupon after £250. Now, a free pain au chocolat requires 70 points, equivalent to spending £70. For a £3 off coupon, shoppers need 300 points (£300 spend); £5 off requires 500 points (£500); and £10 off requires 1,000 points (£1,000). New Lidl Plus members can claim 100 free points and welcome coupons, such as a free bakery item with a £5 spend.
Shopper Reactions: Outrage and Defection
Many customers expressed disappointment. Diane Chatterton-Gray said she will miss the old 10% off coupon and may shift her shopping to Sainsbury's and M&S. Kevin Patrick called the changes 'a slap in the face' for loyal customers, noting he spent £400 monthly but would rarely hit 500 points for a £5 voucher. Julie Mills deleted the app and vowed to shop elsewhere. Others dubbed the scheme 'Lidl Minus' and a 'downgrade.'
Comparison with Other Supermarket Schemes
Lidl's new system contrasts with rivals: Asda Rewards offers variable cashback; Co-op provides personalized offers and member prices; Iceland Bonus Card gives £1 back per £20 loaded; M&S Sparks offers cashback on spending; Morrisons More gives points on selected items; Sainsbury's Nectar offers one point per £1; Tesco Clubcard gives one point per £1 with partner multipliers; and My Waitrose provides personalized offers and free treats.
Metro has contacted Lidl for comment on the backlash.
