Sports Direct will launch a member programme next month alongside a new “enhanced” omnichannel app.
David Clark, chief customer officer at Sports Direct’s owner Frasers Group, revealed it would launch the programme across the retailer’s 500 UK stores in the first month. “We don’t go small,” he said.
The move will allow the sports retailer “to create a value exchange with our consumers in-store”, Clark told Shoptalk Europe 2024.
He teased that the retail giant is “building out a membership programme that lives across our fasicas” which he said will “allow us to better understand our customers’ shopping behaviours in store, which has been a blind spot for us”.
It comes as Sports Direct rival JD revealed last month that it was close to hitting one million members on its ‘JD Status’ loyalty programme just seven months after its launch in October last year.
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Last month, Frasers said it would overhaul its digital infrastructure to improve the efficiency of its retail operations and elevate the ecommerce experience across its sports, premium, and luxury brand websites and apps.
This “first-of-its-kind” investment will support the next stage of growth for the business, the retail group claimed.
The group has teamed up with digital product developer, And Digital, innovation experience specialist Valtech, and tech agency Lab Digital, to develop a digital platform built on MACH architecture.
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