A major high street retailer with around 500 UK stores will axe its loyalty scheme by the end of the month. Sport Direct will close its membership on January 31, less than a year after it was launched.
Some 7million customers will no longer be able to access their benefits through their account, including monthly prize draws, exclusive offers and partner benefits. The membership will be integrated into a group-wide credit card account that gives customers rewards when they shop across the Frasers Group and select partners, creating one « unified » rewards platform.
The Frasers Group, formerly known as Sports Direct International, includes lifestyle and sport brands such as Sports Direct, House of Fraser, Flannels, Jack Wills, and USC.
Currently, Frasers Plus gives customers points every time they shop, which can be redeemed for vouchers, as well as early access and special pricing on selected products.
However, finance experts urge shoppers to research store credit cards first. The interest charges are usually higher than other credit cards, and CompareTheMarket notes they can « quickly wipe out any rewards you earn » if you don’t clear your balance each month. This card charges customers a 29.9% variable interest rate if they repay the balance over a period of 6 months or longer.
The integration will take place from February 2026, but existing Sports Direct members will not be automatically enrolled into Frasers Plus, and they will need to sign up separately.
Customers who already have a Frasers Plus account will be able to access selected benefits previously available within Sports Direct Membership.
A statement on Sports Direct said: « We’re incredibly grateful to everyone who’s been part of Sports Direct Membership so far. We hope you’ll join us as we move into this next chapter and enjoy even more value through Frasers Plus. »
The chain said the change would simplify the customers’ shopping experience, and provide a single destination for rewards, offers and flexible payment options.
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