Lidl has rolled out a substantial alteration to its Lidl Plus loyalty programme this week, discontinuing a popular feature that provided customers with free product coupons. The 'Coupon Plus' system, a much-appreciated perk among regular shoppers, has been removed from the app, prompting reactions of disappointment from some users.
The update, which went live this week, sees the supermarket's loyalty app shift its focus from free items to a new structure centred on discounted product categories. Instead of receiving coupons for specific free products once spending thresholds were met, users will now find a 'Lidl Saver' section within the app. This new section is designed to present weekly deals and personalised offers, aiming to provide savings across various grocery categories.
Previously, the 'Coupon Plus' system allowed Lidl Plus members to unlock free items after achieving certain spending milestones within a given month. For instance, a customer might receive a free bakery item or a specific branded product once their cumulative spend reached a particular amount, such as £100 or £200. This incentive was highly valued by many shoppers, who enjoyed the tangible benefit of a complimentary item with their regular shop.
The decision to overhaul the scheme reflects a broader trend among retailers to refine loyalty programmes, often moving towards more targeted or percentage-based discounts rather than free product giveaways. While the new 'Lidl Saver' aims to offer consistent value through price reductions, the immediate feedback from some customers suggests a fondness for the direct reward of a free item, which was perceived as a clear and attractive benefit.
Customers are encouraged to check their Lidl Plus app for the updated interface and to explore the new 'Lidl Saver' section to understand the revised benefits available to them. The change marks Lidl's biggest adjustment to its loyalty offering since the app's introduction, signalling a fresh approach to how it rewards its most frequent shoppers.