Frasers Group, the company’s owner, called Sports Direct’s worldwide launch of a new benefit-based membership program a “crucial step in [our] ongoing digital elevation.” Members of the program, which was initially tested earlier this month, receive customised offers and other advantages.
According to Frasers, the programme aims to “further strengthen the relationship with Sports Direct customers” by providing customers with additional discounts and value the more they shop.
Because benefits will be offered both online and in Sports Direct shops, it is hoped that the program would help create a “seamless” omnichannel experience.
The loyalty program will collaborate with “valued brands” that are owned by the group as well as outside brand partners like Everlast to provide access and incentives including member events, unique discounts, and monthly prize draws.
Brand advantages include discounted Everlast Gyms memberships and complimentary use of the Everlast Gyms workout app.
Additionally, it will include real-time alerts, a tailored shopping recommendation based on past purchases, and a “easy-to-use” members pass that can be accessed through the Sports Direct website or app.
