UK retail giant Frasers Group has announced the integration of  Sports Direct Membership into its ‘Frasers Plus’ loyalty scheme “to create one unified, rewards platform” from February.

Aiming to widen its customer loyalty offer, Frasers Plus is the group’s credit payment account “that rewards customers every time they shop across the Frasers Group portfolio and partner retailers”. 

With this integration, users “will gain access to even greater rewards with more exclusive benefits and personalised offers” the group said.

Frasers said the move marks a new chapter in its digital elevation as it unifies Sports Direct Membership’s loyalty and rewards offerings under Frasers Plus.

The integration “simplifies the customer shopping experience” across the group’s portfolio (Sports Direct, Flannels, and Frasers) and 16 partner retailers (including LookFantastic, Myprotein, Marks Electrical), “providing a single destination for rewards, personalised offers, and flexible payment options” in the Frasers Plus app.

David Twigg, MD of Frasers Group Financial Services, said: “This is an exciting step forward for Frasers Plus. 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.”