Lidl's new loyalty scheme less generous, shoppers say

Lidl's new loyalty scheme, which replaces reward coupons with a points system, is less generous than its previous offer, according to customer complaints on social media [1]. Under the updated Lidl Plus Points program, customers earn one point for every £1 spent, a shift from the prior system that offered rewards like a 10% discount on a future shop after spending £250 in a month [1]. Some shoppers have calculated that this change means they will save less, with one noting the new scheme offers items like a loaf of bread and a cucumber for points that previously translated to a percentage discount [1]. A Lidl GB spokesperson stated the new scheme offers "even better value" through campaigns like double or triple points, allowing customers to consistently earn more than one point per pound [1]. The overhaul aligns Lidl's system with other major supermarket chains like Tesco and Sainsbury's, which also use points-based loyalty programs [1]. Retail analyst Catherine Shuttleworth said that while the new scheme "feels less generous up front to the shopper, it will be more controllable in the longer term" for the retailer [1].