In a significant move, the high street giant Sports Direct has announced the imminent closure of its current free loyalty scheme, affecting around seven million customers across its network of over 500 stores in the UK. The decision, which will take effect at the end of this month, is part of a broader restructuring of the retailer’s rewards system.
Despite the shock announcement, Sports Direct has assured customers that they will still be able to access benefits through a new loyalty programme. The upcoming scheme, known as Frasers Plus, will be integrated into the group’s FCA-regulated credit account and is set to launch in February.
According to the company, the transition to Frasers Plus will bring enhanced rewards, more exclusive benefits, and personalised offers tailored to customers’ shopping habits. The new platform will serve as a one-stop-shop for managing rewards, viewing personalised offers, and accessing flexible payment options.
David Twigg, the managing director of Frasers Group financial services, expressed his enthusiasm for the upcoming changes. “This is an exciting step forward for Frasers Plus,” he said. “By integrating Frasers Group’s existing loyalty offerings under Frasers Plus, we’re building on important learnings from the past year about how our customers like to shop and streamlining the customer experience to deliver a more powerful, personalised, and cohesive rewards proposition across the full Frasers Group portfolio and partner retailers.”
The move is part of Sports Direct’s broader digital overhaul, as the company aims to consolidate its loyalty and rewards programs into a single, more comprehensive platform. Existing credit accounts and payment arrangements will remain unchanged, despite the changes to the loyalty scheme.
The transition to Frasers Plus is expected to provide customers with greater flexibility and enhanced value, allowing them to earn points and benefits as they shop across the Frasers Group’s diverse portfolio, which includes brands such as Sports Direct, Flannels, and Frasers, as well as selected partner retailers like LookFantastic, Myprotein, and Marks Electrical.