Foot Locker enhances rewards program, will upgrade app
Foot Locker Inc. is targeting its rewards offering and mobile app as part of a broader turnaround effort.
The athletic footwear giant is unveiling an enhanced version of its FLX Rewards program and is announcing forthcoming upgrades to its mobile app. Both efforts are part of Foot Locker’s turnaround strategy, or "Lace Up Plan," which also includes the reshaping of the chain’s real estate footprint by opening new formats, refreshing existing locations, shifting off mall and closing underperforming stores.
Key pillars of the plan also include opening relationships with customers and being best-in-class omnichannel.
Revamped rewards
Announced in 2020 and launched in 2023, FLX Rewards is a free program which allows customers to earn points at any Foot Locker store or any of the company’s other banners, which also include Kids Foot Locker, Champs Sports, WSS and Atmos. Previously, each brand had its own separate rewards offering.
Based on what the retailer says are "extensive consumer insights," the revamped FLX Rewards program introduces FLX Cash, enabling customers to use points towards 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 also features 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. They also 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, along with access to exclusive events and experiences.
- Xtra Perks: Members will continue to receive free shipping with no minimums, along with newly added perks such as free product returns. They will also receive an upgraded sneaker-themed birthday gift and other exclusive benefits.
Registration for the FLX Rewards loyalty program is now nationwide across the U.S., accessible in stores and online without any purchase requirements. Following a successful 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," said Mary Dillon, Foot Locker, Inc. president and CEO. "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."
"The launch of our new FLX Rewards program underscores our commitment to delivering a best-in-class omnichannel experience," said Kim Waldmann, senior VP and chief customer officer of Foot Locker, Inc. "As Foot Locker upholds its legacy as the global leader in sneaker culture, this new program provides our customers with the best in sneaker inspiration, rewards and personalization."
Redesigned mobile app
As part of what it calls a comprehensive omnichannel transformation strategy, Foot Locker plans to introduce a redesigned mobile app later in 2024. Key new features include:
- Real time launch updates: A new “Heat Monitor” will track and preview new product launches.
- Improved functionality: Upgraded search and filtering capabilities and streamlined sign-in with biometric authentication.
- Seamless integration with FLX: Members will be able to seamlessly view and manage their FLX Rewards ID, tier status, points balance, and redeem rewards through a simplified mobile 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.
Based in New York City, Foot Locker Inc. operates approximately 2,500 retail stores in 26 countries across North America, Europe, Asia, Australia and New Zealand, and a licensed store presence in the Middle East and Asia, Foot Locker, Inc. has a strong history of sneaker authority that sparks discovery and ignites the power of sneaker culture through its portfolio of brands, including Foot Locker, Kids Foot Locker, Champs Sports, WSS and Atmos.