Mike Ashley’s Sports Direct is taking a leaf out of JD Sport’s book and launching a membership programme alongside a new “enhanced” app.
Set to launch next month, the programme will operate across all 500 of the sports retailer’s UK sites in the first month.
David Clark, the chief customer officer at Sports Direct’s parent company Frasers Group PLC (LSE:FRAS), explained how the plans will “create a value exchange with our consumers in-store.
“Building out a membership programme that lives across our fascias … [will] allow us to better understand our customers’ shopping behaviours in store, which has been a blind spot for us,” Clark explained.
Sports Direct’s plans come a month after rival JD Sports Fashion PLC (LSE:JD.) revealed it was close to hitting one million members on its ‘Status’ loyalty programme just seven months after launch.
Last month, Frasers Group said it would be undergoing an overhaul of its digital infrastructure, upgrading the website and apps of some of its brands.