Poundland simplifies loyalty scheme amid turnaround efforts

Poundland has simplified its loyalty scheme in its latest turnaround efforts by returning boss Barry Williams.

The discount chain has scrapped its exclusive prices for Poundland Perk members as it doubles down on offering the “very best pricing on the shelf and online”.

Customers will still be able to collect ‘perk points’ when they spend money at the retailer, which can be turned into vouchers to spend in store or online when they’ve accumulated at least 5000 points.

The retailer told members: “We’ve listened to your feedback and from 21 May 2025, the app will now be changing to points and prizes.

“That means we’ll be offering all customers our very best pricing on the shelf and online – without having to add Poundland Perks prices found in the app.

“Of course, you can continue to earn points as you shop at Poundland in store and online when you scan your Poundland Perks app at checkout – and you’ll still be able to play our weekly Win it Wednesday competition to win points and prizes.

“Once you’ve accumulated 5,000 points you’ll be able to convert those points to a £1 voucher to redeem In-store and online, by turning the toggle on before the 15th of every month.”

The simplified loyalty scheme is the latest change by Williams as he looks to revive the retailer’s ailing fortunes.

Poundland restructured its leadership team last month, which saw the departure of 12 directors including its director of digital Tom Hill and head of digital loyalty and engagement Emma Collins.

The retailer cut its profit guidance this week, blaming “highly challenging trading conditions, which have been further impacted by clearance of old stock and product availability issues”.

It expects to deliver an underlying EBITDA of between £0m and £16.8m (€20m), compared to the previous guidance of £42.1m (€50m) to £59m (€70m).

Click here to sign up to Retail Gazette‘s free daily email newsletter