In a major shift, the popular high street retailer Sports Direct will be axing its free loyalty card programme by the end of the month. The move will affect some 7 million customers who will no longer be able to access the benefits of the scheme, including monthly prize draws, exclusive offers, and partner discounts.
The loyalty scheme will be integrated into a group-wide credit card account under the Fraser’s Plus platform. This new “unified” rewards system will allow customers to earn points when shopping across the Fraser Group’s various brands, including House of Fraser, Flannels, and USC.
However, finance experts are urging shoppers to carefully research the terms and conditions of the Fraser’s Plus credit card before signing up. The card carries a 29.9% variable interest rate, which could quickly negate any rewards earned if customers don’t clear their balance each month.
Existing Sports Direct members will not be automatically enrolled in the Fraser’s Plus scheme and will need to sign up separately. Customers who already have a Fraser’s Plus account will be able to access some of the benefits previously available through the Sports Direct Membership.
In a statement, Sports Direct said the change would simplify the customer shopping experience and provide a single destination for rewards, offers, and flexible payment options. The company expressed gratitude to all those who have been part of the Sports Direct Membership so far and hopes they will join them in this “next chapter.”
The integration of the loyalty scheme with the group-wide credit card is part of the Fraser Group’s strategy to unify its customer rewards platform across its various retail brands. While the move may offer some convenience, financial experts advise shoppers to carefully consider the potential downsides of the new credit card before signing up.
