Lidl is accelerating its push for market share in the UK grocery market with the launch of its new rewards system, Lidl Plus Points. Shoppers earn points on every transaction, which can then be redeemed via the Lidl Plus app for money-off vouchers or free or discounted products.
Louise Weise, chief customer officer at Lidl GB, said the points scheme was developed in response to customer feedback. “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,” she said. To encourage take-up, the retailer is giving 100 free Plus Points to all new and existing customers as part of the launch.
How does Lidl Plus Points compare to other loyalty schemes?
The introduction of Lidl Plus Points brings the discounter closer to the mainstream loyalty mechanics long dominated by Tesco Clubcard. However, Lidl positions its scheme as a value-led proposition rather than a traditional loyalty reward. Tesco Clubcard, backed by a complex partnership ecosystem, is a long-established, accrual-focused programme for the UK’s largest supermarket by market share. Lidl, by contrast, remains focused on delivering value for money. “At Lidl, 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,” Weise said.
The new rewards system may also help Lidl gain ground on Morrisons, as the two retailers vie for fifth place in the UK grocery rankings. Recent Worldpanel by Numerator data shows both Lidl and Morrisons on 8.4% market share. The top four spots are held by Aldi (10.6%), Asda (11.8%), Sainsbury’s (15.3%) and Tesco (28.3%).
Morrisons More typically offers five points per product on selected items, which convert into Morrisons Fivers (£5 vouchers), rather than rewarding total spend. Lidl shoppers, meanwhile, earn points on everything they buy, giving the Plus Points scheme a greater sense of immediacy and flexibility.
Fastest-growing UK supermarket
Lidl entered the UK market in 1994 to initial scepticism, but has grown rapidly in recent years as cost-of-living pressures weigh on household budgets. As of 2024, it operates more than 1,000 stores and 14 regional distribution centres across the UK. It is the country’s fastest-growing bricks-and-mortar supermarket, with sales up 8.8% year-on-year, compared with Morrisons’ 1.1%. While Lidl remains resolutely store-focused — with weekly Special Buy ranges designed to drive impulse purchases — its digital channels are becoming an increasingly important growth driver, using personalised coupons and app-based discounts to boost footfall.
Lidl Plus Points may not mirror the complexity of longer-established loyalty schemes, but its simplicity and focus on everyday value are closely aligned with Lidl’s discounter DNA — and could prove a timely lever in its battle for greater UK market share.
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