Lidl is introducing points to its loyalty app, in the biggest change to the scheme since its UK launch in 2020.
From Tuesday (5 May), Lidl Plus users will earn one point for every £1 spent in store. The points can be redeemed as discount coupons for products which users can select in the app, or as money off a shop.
The points are replacing set rewards for reaching monthly spending thresholds, such as a free sweet bakery treat after spending £10, a free fresh vegetable after £50, and 10% off the next shop after spending £250. App users have been notified in advance that the old system – called Coupon Plus – is ending on 4 May and “a new way to save is coming”.
Personalised coupons, a core feature of the app, redeemable as discounts on a weekly-changing selection of products, remain unchanged.
Lidl said the new system was based on customer feedback and designed to give users more freedom to choose their own rewards, using the ‘in-app marketplace’ to opt for free or discounted products or money off a shop. The points remain valid for two years, meaning customers can also save them for more expensive shopping occasions.
“This is a way of bringing more possibilities and more control for customers over how they experience rewards and what they spend those rewards on,” Lidl chief customer officer Louise Weise told The Grocer.
“That might look very different for different people. Some will save up for an important time of year and some will treat themselves on their next shop. Because one thing we know about our customers is they’re all different, and they all want slightly different things.”
However, a free bakery treat is expected to use up about 60 points, earned after £60 of spend at the standard rate of one point per £1 – a lot more than the £10 spend needed to get the same reward with the retiring Coupon Plus system.
Lidl is giving all app users 100 free points to kick off the new system. They will also get double points for any fruit purchased up until 22 May.
A Lidl spokesperson said users would consistently earn more than one point per £1 spent, thanks to additional campaigns such as Rewards of the Week, double points, triple points or free points on selected products.
The loyalty app has proved a powerful driver of sales for Lidl, which has been the UK’s fastest-growing bricks & mortar supermarket for 34 consecutive months. In that time its market share has grown by just over a percentage point to 8.4% – level with Morrisons as the UK’s joint-fifth biggest supermarket [Worldpanel by Numerator 12 w/e 19 April 2026].
Lidl has been steadily rolling out Points internationally since 2024, when they were piloted in Switzerland. They were added to the app in Ireland in June last year and are seen as having boosted Lidl’s growth there, where it has 14.3% of the market [Worldpanel 12 w/e 22 March 2026].
“I reckon it’s given them an additional 0.3 percentage points of share growth in Ireland, so watch this space,” said retail consultant Malachy O’Connor.
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Weise said: “Our core purpose has always been to deliver value to our customers, providing a seamless shopping experience without compromising on quality or the savings shoppers know and love.
“Everything we do is driven by a deep understanding of customer needs and a commitment to exceeding their expectations. We’ve done a big piece of work to listen to customers and it was clear from the feedback that they wanted more freedom to decide the rewards that suit them.
“Since the launch of the Lidl Plus app, we’ve continuously offered innovative new ways for customers to enjoy their shopping experiences. From Click, Reserve, Collect to Lidl Pay and personalised coupons on customers favourite items, Lidl Points is the natural evolution of this journey - giving our customers the freedom to choose their own rewards.”
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