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Customers complain that loyalty scheme offer less rewards.

Lidl has updated its Lidl Plus loyalty programme, replacing reward coupons with a points-based system. Shoppers now earn one point for every pound spent. Lidl claims the changes follow customer feedback and will deliver greater savings.

Many customers argue the new system is less rewarding than the previous arrangement, under which spending £250 in a month triggered a 10% discount voucher on the following shop.

Some stated they would shop elsewhere as a result.

The revised scheme brings Lidl into line with established points-based programmes operated by Tesco (Clubcard) and Sainsbury's (Nectar), both of which combine points accumulation with selective product discounts.

The new system gives Lidl greater control over costs and flexibility to reward customers at significant moments in the year.

An investigation by the Competition and Markets Authority (CMA) in 2024 concluded that shoppers with loyalty cards can usually make savings on standard prices.

UK supermarkets compete for customers through strategies such as competitive everyday pricing, own-label product ranges, limited-time special buys (Lidl's "middle aisle" offers), store location and convenience, promotional events, and customer service.