After Switzerland, Ireland, the UK, Italy and the Netherlands, Germany is the latest market in Lidl's pan-European loyalty overhaul.
The shift from coupon-based rewards to a permanent points programme reflects a broader trend in European grocery retail – from short-term discounts towards unified, data-driven customer platforms.
What changes in Germany
"Lidl Points mark the beginning of a new era," says Julius von Schnurbein, Head of Customer Relations at Lidl Germany. The idea behind the new experience: customers should decide for themselves which rewards suit them best and use their points accordingly.
Here's how it works. Shoppers earn one point per euro spent, with the first five transactions per day counted. Points are valid for 24 months, leaving plenty of time to redeem. The new rewards shop offers more than 200 options – everyday products, vouchers and discounts for the online store. New users receive 50 welcome points. Online and in-store purchases are combined for the first time, and the familiar personalised coupons remain part of the app.
Our test at Lidl:
Part of a wider European rollout
Lidl has been gradually expanding its points programme since 2024:
- Switzerland: pilot launch in 2024
- Ireland: introduced in June 2024; retail consultant Malachy O'Connor estimates the scheme added around 0.3 percentage points to Lidl's market share there
- UK: "Lidl Plus Points" launched on 5 May 2026, replacing the previous "Coupon Plus" tier system. Lidl GB currently holds 8.4 percent market share, level with Morrisons (Worldpanel by Numerator, 12 weeks to 19 April 2026)
- Italy & Netherlands: rolled out in May 2026, with 250+ and 200+ rewards respectively
- Germany: 1 June 2026
Sister chain Kaufland – also part of the Schwarz Group – had already harmonised its loyalty mechanic in February 2026, moving to one point per euro across the group.
Loyalty as a data platform
The strategy goes beyond customer retention. The more transactions run through a single customer ID, the more precisely retailers can manage assortments, personalise promotions – and monetise retail-media inventory. On 19 May 2026, Criteo announced an exclusive retail-media partnership with Lidl for Lidl.de in Germany.
What to watch
Retailers across Europe will be tracking three signals: redemption rates after each market launch, competitive responses from regional rivals, and ongoing legal scrutiny under the EU's GDPR framework – including a German consumer-association case currently pending at the Federal Court of Justice (BGH) over whether app users effectively "pay" with their personal data.
