Key Points
- Lidl has revamped its loyalty scheme with a points system, but shoppers claim it’s less rewarding than the previous system.
- Customers now need to spend more to earn rewards, leading to complaints of poorer value and some considering shopping elsewhere.
- Lidl states the changes are based on customer feedback, but many see it as a move to benefit the retailer at consumers’ expense.
Lidl Plus Points: What’s Changed?
Lidl has introduced a new loyalty scheme called Lidl Plus Points. According to the company, this change is in response to customer feedback and aims to give shoppers ‘the freedom to choose how they spend their points, from free or discounted products to money off vouchers’.
Under the new system, shoppers will earn one point for every £1 they spend in store, rounded up to the nearest pound. They can also earn ‘extra points’ when purchasing certain items, which can be redeemed for rewards in the Lidl Points Marketplace. These rewards include coupons for money off your shop or ‘freebies’ such as a treat from the in-store bakery.
Each coupon costs a certain number of points to claim, and you’ll need to activate it to use it. For those using coupons, each point you’ve spent will only be worth 1p off your shop (e.g., 300 points get you £3 off; there are 300 pennies in £3). Points will be awarded the day after your shop, but it might take up to 48 hours for them to show in the app.
It’s also worth noting that points won’t last forever, as they are only valid for two years, and after that time, they’ll be cleared from your account.
How Many Points Do You Need for Freebies?
Previously, shoppers earned ‘freebies’ and coupons after spending certain amounts of money. For instance, they could get a ‘free’ bakery item after spending £10 at Lidl. They were also awarded 10% off their next shop when they spent £250.
However, under the new system, you’ll have to spend a lot more to get the same goodies. Bakery items are worth different points now. A ‘free’ pain au chocolat is worth 70 points on the app, but to get this many points, you’ll need to spend £70. Similarly, those wanting a money-off coupon will also need to spend more than before.
To get £3 off a shop, customers need 300 points, which is the equivalent of spending £300. For £5 off, it’s 500 points, and for £10 off it’s 1,000 points.
Those who haven’t previously joined Lidl Plus will be able to claim a few extra rewards if they sign up now. This includes 100 free points as a welcome offer, plus a few other welcome coupons such as a ‘free’ bakery item if you spend £5 in-store, or ‘free’ fresh fruit when you spend £5.
Shoppers’ Reactions to Lidl Plus Points
Customers have expressed strong dissatisfaction with the new system. Many feel it’s a ‘slap in the face’ for loyal shoppers. Diane Chatterton-Gray mentioned she would miss the 10% off coupon from the old system, which she used to stock up on store cupboard items. She said she would probably move the bulk of her shop to Sainsbury’s and M&S moving forward.
Kevin Patrick also felt strongly, branding the changes ‘a slap in the face’ for people like him. He stated that he had been a Lidl shopper for 20 years and felt this was a slap in the face for loyal customers. He believed the changes would increase costs for consumers and cost Lidl business.
Julie Mills claimed she deleted the app from her phone after hearing the news. She admitted she would be going elsewhere now, stating the new system was terrible. Tina Kostrzewa called the new points a ‘downgrade’, while Bobby Collins dubbed it ‘Lidl Minus’.
Lidl’s Response
A Lidl GB spokesperson told us: ‘The launch of Lidl Plus Points offers a brand new way for shoppers to save even more on their weekly essentials and middle aisle finds. Customers will consistently be earning more than one point per £1 with campaigns such as Rewards of the Week, double points, triple points or free points on selected products – giving shoppers even better value.’
They added that new and existing customers would receive 100 free Points to spend to celebrate the launch, and shoppers could also supercharge their Lidl Plus wallets by collecting double points on all fruit items. These new savings sit alongside an increased investment into personalised coupons, alongside regular offers and easy to use features like Lidl Pay.
UK Supermarket Loyalty Schemes at a Glance
Every scheme is different, with only a handful offering points. Most offer extra savings via the app, so make sure you check these before heading out to shop.
Here are the key benefits each supermarket offers its members:
- Asda Rewards: Variable cashback on selected products and ‘missions’ (e.g. if you spend £X you can buy Y).
- Co-op Member: Coupons in app for personalised weekly offers, and member-only prices. There are also community rewards funding local causes and members get access to pre-sale tickets for Co-op Live arena, and can vote on company decisions.
- Iceland Bonus Card: £1 back for every £20 you load onto your card, member-only prices, and free home delivery when you spend more than £40 in-store. Customers also sometimes get special rewards from partners such as Parkdean Resorts, Ancestry DNA, or Freddie’s Flowers. Those over the age of 60 can also enjoy a 10% discount on their whole shop if they do their shopping on a Tuesday, with no minimum spend.
- Lidl Plus Points: Earn one point for every pound spent in store. Collect points and redeem them for rewards such as money off coupons and ‘free’ items in the Rewards Marketplace. Extra points are up for grabs if you purchase certain items and there are exclusive member-only offers and personalised coupons.
- M&S Sparks: Sparks now has a digital wallet where shoppers earn money when they shop. E.g. customers earn £10 when they spend £50 on fashion, home or beauty products, and earn £5 when they spend £35 in the Foodhall. M&S has also partnered with Virgin Red to allow customers to collect rewards when they book Virgin Atlantic flights, or switch to Virgin Media. Customers can still claim free birthday treats, and Coffee Stamps which get you the seventh hot drink you buy at M&S cafes. There’s also the Parent Hood, a baby club offering 10% off babygrows until your child turns two, plus monthly rewards, and parent mornings with a free slice of cake, pastry, or fruit pot when you buy a hot drink.
- Morrisons More: Points on selected products, member-only prices, and personalised offers in the app. You can earn More Points on specific items and fuel, and when you hit 5,000 points these can be converted into a £5 voucher to spend. Shoppers can earn extra points when shopping with more than 300 online retailers, including eBay and Just Eat. And there are also special coupons, such as a free hot drink in the cafe when you spend more than £10.
- Sainsbury’s Nectar: One point per £1 spent with extra points available on selected products via app and member prices. The other benefit of Nectar is that you can earn and spend points in other places outside of Sainsbury’s, including Argos, Esso, eBay and with certain airlines.
- Tesco Clubcard: One point per £1 spent (worth 1p each), member-only prices and personalised coupons in the app. Points can be collected on food, fuel and fashion, and it’s one point per every two litres of fuel. You can convert your points into vouchers, and also use them for 2x value with Clubcard partners, to spend on cinema tickets, at restaurants, hotels, and more.
- My Waitrose: Coupons in app for personalised offers and discounts, free hot drink, free Waitrose magazine, ‘free’ little treats when you spend £50 in a month, and access to exclusive competitions. You can link your My Waitrose Card to other partners including Uber Eats and Deliveroo for ‘special’ offers when you use those apps too. Customers can also save 5% on dry cleaning, and get up to 25% cashback on Good Health food with Vitality.
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