Foot Locker unifying loyalty programs across all its brands

Foot Locker is streamlining its approach to loyalty.

The retailer is set to launch a new loyalty program, FLX, that will allows customers to earn points at any Foot Locker store or any of the company’s other banners. Currently, Foot Locker offers individual loyalty programs for its six brands: Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports, Footaction and Eastbay.

The program, which is free to join, will have three levels of membership and members will earn 100 X points for every $1 dollar spent, according to the Foot Locker website. Points will be redeemable for a variety of rewards, ranging from shoes to gift cards. 

The perks available to all members will include free shipping with no minimums, a birthday gift and access to events and members-only sales. Upper-tier members will also be offered access to invite-only events, gift with purchase promotions and “photo opportunities.”

The new program will also offer all members “head starts” on new sneaker drops.

Commenting on Foot Locker’s new loyalty initiative, Tom Caporaso, CEO of Clarus Commerce, a loyalty program provider, said the retailer made a smart move by extending the new program across all of its umbrella brands.

“Unlike traditional programs that offer points for purchases, Foot Locker is catering to their consumers’ lifestyles that demand convenience and versatility, offering free shipping and exclusive access to shoe releases,” he said. “And when perks go beyond expected price discounts and cashbacks, shoppers will be persuaded to engage with the brand on a regular basis, without thinking twice about price tags from nearby competitors.”