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For a decade, Lizi Hall from Chichester has made Lidl her primary grocery store, becoming adept at maximizing the benefits of its loyalty program. She explains, “We’ve got it down to a bit of an art,” and affirms that the previous rewards system “really did work” for her. Typically spending at least £250 monthly on her family’s groceries, Lizi received a 10% discount voucher valid for her next shop, which she used to make bulk purchases and enhance her savings. She also took advantage of monthly offers such as free vegetables when spending over £50, often selecting a 7kg bag of potatoes priced at £4 to optimize her deal.
However, Lidl recently revamped its loyalty program, moving away from the previous spending-based freebies to a points system akin to those at other supermarkets. The old scheme required shoppers to redeem rewards such as free pastries or vegetables within a short window, often about a week. The new model allows customers to accumulate points — one point per £1 spent — which can be exchanged for products or discount vouchers through the Lidl app, with the promise of various opportunities to earn bonus points. While some customers welcome the flexibility to build points over time, others have voiced discontent on platforms like Reddit and Facebook, feeling the revised scheme is less generous. For example, whereas obtaining a free bakery item previously required just £10 of monthly spending, the new scheme demands considerably more.
Lizi herself has stated that the changes will reduce her loyalty to Lidl, intending instead to alternate her shopping between Lidl and Aldi in pursuit of the best savings amid rising inflation and global economic pressures. In contrast, younger shoppers like London students Amelie Harding and Madeleine Mourgue d’Algue appreciate the personalised offers through the loyalty app, particularly discounts on products like veggie burgers that Amelie frequently purchases. Amelie says, “I really only shop at Lidl,” and though she regrets losing the monthly free bakery item, she is optimistic about the points system.
Lidl has defended its updated rewards program by stating it “allows our customers to choose the rewards that suit them best” and provides flexibility in when and how savings are redeemed. This move echoes changes seen across the supermarket sector, with retailers such as Asda, M&S, and Co-op also revising or ending their loyalty schemes recently. Retail analysts note that consumers generally belong to multiple loyalty programs and focus primarily on the final purchase price rather than the rewards accumulated. Catherine Shuttleworth, a retail expert, cautions, “When you meddle with loyalty schemes, you do so at your peril,” warning that customers will switch retailers if prices are uncompetitive despite generous points offers.
Overall, Lidl’s previous scheme was regarded as “very rewarding,” according to Seb Hill of retail consultancy TCC Global, but the shift aims to bring Lidl’s program “in line with other retailers.” Many supermarkets now offer two-tier pricing where loyalty members receive lower prices, though some critics argue this may inflate the cost for non-members. The UK Competition and Markets Authority has found little evidence that supermarkets raise prices artificially to enhance the appeal of loyalty deals. Additionally, some loyalty schemes provide unique perks or transferable points; for example, Tesco Clubcard points can be used on restaurant vouchers, Sainsbury’s Nectar points can convert to airline miles, and Waitrose still offers a free hot drink to its members.
For shoppers like Steven Rowan from Glasgow, loyalty schemes are less important than overall price. Steven shops mainly at Aldi, Farm Foods, and Iceland, which do not offer loyalty cards but generally provide better savings, with Aldi recently named the UK’s cheapest supermarket. Student Nick Tang appreciates Lidl’s affordability and is unfazed by the removal of the free pastry, concluding simply, “I’ll keep shopping in Lidl.” This highlights that for many customers, competitive pricing remains the key driver in loyalty over rewards programs
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