Sports Direct is launching a new membership programme that will reward loyal customers with personalised offers and exclusive benefits.

Frasers Group, which owns the sports retailer, said that it would work closely with brands, including Everlast, to give Sports Direct members tailored rewards that are available both in-store and online.

Brand benefits will include free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership.

The membership will also offer personalised recommendations based on previous purchases; real time alerts and push notification; and a members pass in app or digital wallet.

The membership programme is Frasers Group’s first in the UK, with the company planning similar loyalty initiatives across its other brands, including Flannels and House of Fraser.

The retail giant said that the initiative marks a “crucial step” in its wider digital plans aimed at improving the omnichannel experience.

"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," said Michael Murray, chief executive, Frasers Group. "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."

The membership builds on the company's existing FCA-regulated credit service, Frasers Plus, which rewards customers on their spend across the Frasers Group portfolio and partner networks.

Earlier this month, Frasers Group announced it was rolling out its credit and loyalty programme to white goods and electricals retailer Marks Electrical.

Customers using Frasers Plus have access to interest-free and longer-term payment options, managed through the company’s Frasers Plus app.

The loyalty scheme is available at more than 20 retailers across the Frasers Group, including Sports Direct, Frasers, FLANNELS and partner retailers.

Last year, Frasers Plus also launched its partner proposition, including THG-owned retailers LOOKFANTASTIC, Myprotein, and Cult Beauty.

The company said that new partnerships with third-party retailers would be announced as part of the Group’s long-term ambitions to develop its financial services offering.

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