Sports Direct launches membership programme

Sports Direct has rolled out a new benefit-based membership programme nationwide in what owner Frasers Group described as a “crucial step in [our] ongoing digital elevation”.

The scheme, which was first trialled earlier this month, rewards members with personalised offers and exclusive benefits.

Frasers said the programme offers shoppers more deals and greater value the more they shop and hopes to “further strengthen the relationship with Sports Direct customers”.

It hopes the scheme will contribute towards a “seamless” omnichannel experience as benefits will be available in Sports Direct stores and online.

The loyalty programme will work with “valued brands” both under the group’s ownership and external brand partners, such as Everlast, to offer benefits and access including exclusive discounts, member events and monthly prize draws.

Brand benefits include free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership.

It will also offer personalised shopping recommendations based on previous purchase history, real-time alerts and an “easy-to-use” members pass which is available via the Sports Direct app or website.

Frasers Group chief executive Michael Murray said: “Sports Direct Membership marks the next step in the digital transformation and elevation of our retail business, with the aim of delivering a truly seamless omnichannel shopping experience.

“This will allow us to understand our customers even better, and in turn, they will benefit from unique, personalised offers from their favourite leading sports brands and derive more value when they shop at Sports Direct.

“Our ambition is to extend these rewards to all our customers, rolling out similar membership programmes across our other fascias, including Flannels and Frasers, in future.”

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