Frasers Group has launched the first of an enhanced customer experience and loyalty programme for its biggest retail brand Sports Direct. The group’s first such scheme in the UK, it also intends to roll out similar membership programmes across its other fascias, including Flannels and Frasers, group CEO Michael Murray has said.
Sports Direct
Called Sports Direct Membership, it will introduce a new benefit-based programme “designed to reward loyal customers with exclusive benefits, personalised offers and a seamless omnichannel experience”.
This will include tailored rewards and offers, available in-store and online, “unlocking more benefits and greater value the more they shop”, the group said.
Working closely with “valued brands, including Everlast” as part of the group’s “ongoing digital elevation”, it aims at “further connecting the dots between their customers in-store and online shopping behaviour and offering enriched and personalised experiences”.
Membership will be free and open to everyone who creates an online account and exclusive benefits include: offers and discounts; monthly prize draws; access to member events and experiences; and brand benefits including free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership.
A curated customer experience will also include personalised recommendations based on previous purchases; real-time alerts and push notifications and an easy-to-use Members Pass in app or digital wallet.
Murray added: “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 [group] customers.”
