Sports Direct has launched a new benefit-based membership programme, available online and instore, giving shoppers personalised offers and exclusive benefits.
The loyalty scheme was trialled earlier this month and will now be introduced nationally. It is designed to offer exclusive benefits from both the group’s own brands and external partners, such as Everlast.
Members can enjoy discounts, access to events, and monthly prize draws. Brand-specific benefits include free access to the Everlast Gyms fitness app and discounted membership.
Additionally, the scheme provides personalised shopping recommendations, real-time alerts, and an easy-to-use members pass accessible via the app or website.
Michael Murray, chief executive, Frasers Group, 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.”
Following the successful trial of a Sports Direct membership, the group could introduce similar offerings for its Flannels and Frasers customers in future.
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