Lidl has revamped its loyalty program in the UK, but not all customers are pleased with the changes, despite the supermarket’s assertions. Even Aldi, another German discount grocer, has joined in criticizing Lidl’s new scheme.
Under Lidl’s updated loyalty system, customers will now earn points instead of receiving reward coupons. Shoppers will accumulate one point in their Lidl Plus Points account for every pound spent at the store. Additionally, Lidl will offer promotions on select items, allowing customers to earn extra points per pound spent. For instance, shoppers can earn double points on fresh fruit purchases until May 22.
This adjustment aligns Lidl’s loyalty program with those of major British supermarkets like Tesco and Sainsbury’s. However, some customers have expressed dissatisfaction, stating that the new points system is less generous than Lidl’s previous Coupon Plus rewards.
Social media users have voiced their discontent, with one individual highlighting the perceived lack of value in the new system. Meanwhile, Aldi took a playful jab at Lidl by mocking the cost of a cucumber under the new program through a viral TikTok video.
According to Sky News, Lidl believes the pounds-for-points model will offer better value to British consumers. A Lidl spokesperson emphasized that the introduction of Lidl Plus Points provides shoppers with more flexibility in earning and using rewards, addressing the demand for greater choice from customers.
Despite the controversy, claims regarding the alleged downgrade in rewards have been debunked. Previously, Lidl customers received a free vegetable after spending £50 in a month with the Coupon Plus program, a benefit that now requires a £100 spend under the new scheme.
While some social media users defended Lidl against Aldi’s teasing, pointing out Aldi’s lack of a loyalty program, Aldi responded by emphasizing its commitment to providing consistently low prices for all customers. The company stated that its focus on affordability has been recognized by industry accolades, such as being named the UK’s cheapest supermarket by Which? recently.