Sports Direct is set to launch a new membership program next month, featuring an “enhanced” omnichannel app, as part of its strategy to deepen customer engagement and enhance digital capabilities across its 500 UK stores. David Clark, Chief Customer Officer at Sports Direct’s parent company, Frasers Group, announced the initiative at Shoptalk Europe 2024, highlighting the ambition to significantly expand their customer understanding and interactions in-store.
Clark said this development is about creating a “value exchange with our consumers in-store,” aiming to illuminate customer shopping behaviors that have previously been obscure to the retailer. This move follows the revelation that rival retailer JD Sports is nearing one million members in its own loyalty program just months after its inception. Furthermore, Frasers Group is also revamping its digital infrastructure to boost the efficiency of its retail operations and enhance the e-commerce experience. This major upgrade involves collaborations with digital product developer And Digital, innovation experience specialist Valtech and tech agency Lab Digital, to construct a digital platform based on MACH architecture – a state-of-the-art approach expected to propel the next growth phase for Frasers Group.
