Lidl Replaces Monthly Freebies With Points-Based Loyalty Scheme

Lidl has overhauled its loyalty scheme this week, replacing monthly spending-based freebies with a points-based system similar to those used by other supermarket chains. For the past 10 years, shopper Lizi Hall from Chichester spent at least £250 a month at Lidl and received a 10 percent discount on her next visit along with free vegetables after spending £50.

She often chose a 7kg bag of potatoes priced at £4 to maximize the value. The previous scheme required redemption of free items within about a week. Under the updated Lidl Plus scheme, shoppers earn one point per £1 spent and can accumulate bonus points during promotions.

Points can be redeemed for less time-limited products or money-off coupons through the company's app. The company said the switch allows customers to choose the rewards that suit them best and to decide exactly how and when to redeem their savings. Some shoppers said they welcomed the change because they did not spend enough previously to unlock many deals.

Others reported dissatisfaction in Lidl groups on Reddit and Facebook, noting that earning a free bakery treat now requires significantly higher spending than the prior £10 monthly threshold.

Hall said the updated scheme will not keep her loyal to Lidl and that she now plans to alternate between Lidl and Aldi to find savings as food prices continue to rise. London students Amelie Harding and Madeleine Mourgue d'Algue, both regular Lidl customers, said they appreciated personalized app offers such as discounts on vegetable burgers.

They expressed disappointment at losing the monthly free bakery item but said they looked forward to collecting points. Steven Rowan from Glasgow told the BBC that loyalty schemes do not influence his shopping choices. He prefers stores without loyalty cards including Aldi, Farm Foods and Iceland, which he believes offer better overall savings.

Student Nick Tang said he liked receiving a free pastry each month but does not mind the change because Lidl remains cheaper than most competitors.

The revision at Lidl follows adjustments by other chains. Asda changed its program last year from offering 10 percent back on certain items to earning money in its app through card scans. M&S updated its Sparks scheme last month to provide more personalized offers and credit usable on any of its products.

Co-op ended its points-based loyalty system in 2024. Retail analyst Catherine Shuttleworth said customers pay close attention to changes in loyalty schemes. Research by TCC Global found that most shoppers belong to four or five different schemes and tend to focus on the final price on their receipt.

Seb Hill of TCC Global described Lidl's former scheme as very rewarding and said the new version brings it in line with other retailers. A 2024 report by the Competition and Markets Authority found that loyalty schemes deliver genuine savings and identified very little evidence that supermarkets inflate base prices to make member discounts appear more attractive.

Some chains allow points to be transferred to vouchers for restaurants, attractions or airline miles, while others offer unique benefits such as a free hot drink. Lidl stated it will continue to offer lower prices and promotions specifically for Lidl Plus members.

, Aldi ranked as the UK's cheapest supermarket in April, followed by Lidl in second place.