Lidl US Drops Spending Thresholds for Continuous Points in Lidl Plus Relaunch
Lidl US replaced its myLidl program with Lidl Plus, abandoning milestone rewards at $100 and $400 in favour of point accumulation on every basket, personalized coupons and member-only shelf pricing.
<p>Lidl US has replaced myLidl with Lidl Plus, a points-based programme that accrues rewards continuously rather than at fixed spending milestones. The app rolled out on July 1, 2026, with full functionality available by July 15.</p><p>The outgoing myLidl programme worked on thresholds: customers who reached $100 in purchases received category discounts, while those reaching $400 earned free items. Lidl Plus drops that structure for points accumulated on each transaction and redeemable for free products.</p><p>The programme also adds personalized coupons generated from individual shopping behaviour, member-exclusive pricing applied at checkout, and digital receipts with an optional paperless setting. The relaunch follows Lidl's 2024 US rebrand, which addressed consumer awareness problems as the chain works to establish a firmer position in the American grocery market.</p>
Why it matters for loyalty teams
Threshold programmes fail in a predictable place, and it is not where operators usually look. The problem is not the members who reach $400; it is the ones who reach $310 and can see they will not make it before the period closes. For those weeks the programme is actively arguing against the next visit, because the marginal basket earns nothing. Continuous accrual removes that dead zone, which is the real reason to make this switch.
The trade-off is that thresholds concentrate reward spend on your heaviest buyers, while points spread it across everyone. Grocery can absorb that, since visit frequency is high and margins turn on basket composition rather than headline spend. An operator with a long purchase cycle and thin repeat rates may find the same change simply raises reward liability without moving behaviour.
The quieter shift is member-exclusive shelf pricing. That converts the programme from a rebate into a condition of getting the advertised price — a change in what non-members experience, not just what members earn, and it needs a discount budget that survives everyone enrolling.
Analysis by LoyaltyWire Editorial.