Sports Direct launches new membership programme marking UK first for Frasers Group

Sports Direct Membership has officially launched today, marking owner Frasers Group’s first membership programme in the UK, and is available to join for free for both new and existing customers. 

Frasers Group told Retail Week that the programme has been designed to “reward loyal customers” with exclusive benefits and personalised offers.

The new benefit-based scheme offers more deals and greater value the more customers shop and hopes to “further strengthen the relationship with Sports Direct customers”. 

The group added that it hopes the scheme will contribute towards a “seamless” omnichannel experience as benefits will be available both in-store and online at Sports Direct’s UK business. 

Sports Direct’s new scheme will work with “valued brands” both under the group’s ownership and external brand partners, including the likes of Everlast, to offer top-tier benefits and access including monthly prize draws, exclusive discounts and member events and experiences. 

With an eye to customer loyalty, it will also offer personalised shopping recommendations based on previous purchase history, real-time alerts and an “easy-to-use” members pass which is available via the Sports Direct app or website. 

Frasers Group said the launch of the membership scheme marks a “crucial step in the group’s ongoing digital elevation” and confirmed it will operate alongside the Frasers Plus buy now, pay later and credit options.

Frasers Group chief executive Michael Murray 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.  

“Our ambition is to extend these rewards to all our customers, rolling out similar membership programmes across our other fascias, including Flannels and Frasers, in future.”

The membership scheme was first trialled earlier this month with more than 10% of Sports Direct’s account holders ahead of today’s launch.