Sports Direct launches membership scheme to 'enhance customer experience'

Sports Direct has launched a new benefit-based programme, designed to reward loyal customers with exclusive benefits, personalised offers and a "seamless" omnichannel experience.

Under the new scheme, members have access to tailored rewards and offers, available in-store and online at Sports Direct.

As part of this, the benefits will include exclusive offers and discounts, monthly prize draws, and access to member events and experiences, as well as brand benefits like free access to the Everlast Gyms fitness app and discounted membership.

Designed to enhance both online and in-store shopping, the new membership programme will also offer recommendations based on previous purchases, real-time alerts and push notifications, and an easy-to-use members pass available in app or digital wallet.

It represents Sports Direct owner Fraser Group's first membership programme in the UK and marks a "crucial step" in its ongoing digital elevation, aimed at further connecting in-store and online shopping by offering enriched and personalised experiences.

Michael Murray, Chief Executive of 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 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. "