Lidl has revitalised its loyalty programme for UK customers, but the changes have sparked mockery from rival German grocer Aldi and dissatisfaction among some shoppers.
New Points System
The discount supermarket now awards one point per pound spent in-store, replacing the previous coupon-based rewards. Lidl will also run promotions offering extra points on selected items, such as double points on fresh fruit until May 22. This brings Lidl in line with other major UK supermarkets like Tesco and Sainsbury's.
Shopper Complaints
Many customers have expressed disappointment, claiming the new system is less generous than the old Coupon Plus rewards. One social media user remarked: "I now collect one point in every pound... I got a bonus 100 points and used 60 of them to get a pastry today. Shouldn't someone tell Lidl that having to spend £60 to get a soggy pastry taking the p**s?" Another quipped: "I had a look in the rewards section and you need to spend £100 to get a free cucumber. How they can possibly say it's better?" A third added: "What's the best way to tell loyal customers to go f**k themselves? Offer them a free cucumber."
Aldi's Viral Roast
Aldi capitalised on the backlash with a TikTok video set to Liberty X's 'Just a Little', showing cucumbers and mocking the 100-point cucumber reward. The clip garnered over one million views. On Facebook, Aldi posted: "POV: You heard Lidl GB are charging 100 points for a cucumber so you force your boss to let you give away thousands of cucumbers on a random Friday in May." Aldi also invited customers to comment a cucumber emoji to win.
Lidl's Defence
Lidl defended the changes, stating the new points scheme offers greater flexibility. A spokesperson said: "The launch of Lidl Plus Points gives shoppers more choice in how they're rewarded and a way to save even more on their shop. These changes come in response to customer demand for greater flexibility in how rewards are earned and used." Notably, under the old system, customers received a free vegetable after spending £50 in a month; now, £100 is required for equivalent value.
Aldi's Counter
Some social media users pointed out that Aldi lacks a loyalty programme. Aldi responded: "At Aldi, we don't invest in loyalty schemes, we invest in lower prices, for everyone, every time; proving that points don't make your weekly shop cheaper - Aldi does." The grocer highlighted being named the UK's cheapest supermarket by Which? just last week.
