Marketing

Foot Locker enhances rewards programs, upgrades mobile app

Photo: JHVEPhoto - stock.adobe.com

July 19, 2024

Foot Locker has debuted an enhanced FLX Rewards program and is upgrading its mobile app.

Both efforts are milestones under the retailer's Lace Up Plan, a strategy focused on driving sustainable and profitable growth, according to a press release.

The revamped FLX Rewards program introduces FLX Cash, enabling customers to use points toward a discount on purchases. It also offers a suite of member-exclusive benefits, including priority access to sneaker launches, exclusive sales, member-only events, free returns, upgraded birthday gifts and continued complimentary shipping for members.

The program boasts a simplified tier structure, including:

• Xtra Savings: Members can now redeem points (100 points per $1 spent) for FLX Cash, providing discounts of $5, $10 or $20 off. Additionally, they gain access to member-exclusive discounts and offers.
• Xtra Access: Exclusive opportunities such as sneaker Launch Reservations, where members are first in line for the latest drops from top brands, alongside access to exclusive events and experiences.
• Xtra Perks: Members will continue to benefit from free shipping with no minimums, along with newly added perks such as free product returns. They'll also receive an upgraded birthday gift designed to unlock their inner sneakerhead, along with additional exclusive benefits.

Registration for the FLX Rewards loyalty program is open nationwide across the U.S., accessible in stores and online without any purchase requirements.

Following a pilot in Canada in 2023, which saw increased engagement with first-time redeemers, higher average order values, higher units per transaction, and higher trip frequency, Foot Locker aims to achieve 50% loyalty penetration by 2026, with a long-term goal of 70%.

"Our enhanced FLX Rewards program represents a significant step in providing a seamless shopping experience for sneaker enthusiasts. Aligned with our Lace Up Plan, we believe this initiative strengthens our customer relationships and cements Foot Locker's position as a leading omnichannel retailer," Mary Dillon, Foot Locker, Inc. president and CEO, said in the release.

The mobile app revamp will include:

• Real time launch updates: Introducing a "Heat Monitor" to track and preview hype surrounding new product launches.
• Improved functionality: Upgraded search and filtering capabilities and streamlined sign-in with biometric authentication.
• Seamless integration with FLX: Members can seamlessly view and manage their FLX Rewards ID, tier status, points balance and redeem rewards through a simplified dashboard.

In early 2025, Foot Locker will introduce "Store Mode" through its mobile app, enabling customers to scan product SKUs in-store and check availability, including sizes.