Sports brands treat loyalty as one of their key differentiators, logically sports retailers should take the same approach. The UK’s Sports Direct stores, a part of Frasers Group, launched a new benefit-based programme, called “Sports Direct Membership.” It rewards customers with benefits, personalised offers and that joyous omnichannel experience.
Under the new scheme, Sports Direct members get tailored rewards in-store and online. Benefits includes exclusive offers and discounts, plus monthly prize draws. There’s also access to member events and experiences, plus free access to the Everlast Gyms fitness app and discounted gym memberships.
Focused across online and in-store shoppers, it offers recommendations based on previous purchases. All supported by real-time alerts and push notifications. There’s also an easy-to-use members pass available in-app or digital wallet. We recently wrote about digital wallets as loyalty cards of the future, and this proves the trend. This takes place as Sports Direct looks to drive international growth in the Middle East and beyond as one of the retail survivors in challenging times for the UK high street.
Sports and digital are natural partners
Given Sports Direct’s younger-skewed customer base, the app approach and scheme make perfect sense for that audience. It mixes the latest gear with healthy lifestyle opportunities. And the mix of new styles and bargains has a broad appeal.
The move represents owner Fraser Group’s first UK membership programme. “It 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.” says Michael Murray, Chief Executive of Frasers Group.
“This will allow us to understand our customers even better, and in turn, they will benefit from unique, personalised offers from their favourite 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 programmes across our other fascias, including Flannels and Frasers, in future.” He continued.