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Specialty chain beefs up loyalty program, goes mobile


Lids Sports Group is giving its fans something to cheer about.

In addition to unveiling Access Pass, Lids’ new rewards program that features exclusive deals and invitations to once-in-a-lifetime experiences, the retailer also launched a new mobile app to keep members instantly connected to their account.

The app, which is available for iOS and Android devices, enables members to track Access Pass points and rewards, engage with Lids’ social channels, and receive exclusive in-app offers. The app also can be customized to track merchandise for users’ favorite teams and brands.

Shoppers can download the app in the Apple App Store and Google Play.

Access Pass replaces the Lids Club loyalty program. Existing Lids Club members will have the option to join Access Pass immediately or once their membership expires, the retailer said.

Lids also features two versions of its new loyalty program. Access Pass Premium, which requires a $5 annual fee, rewards members will receive 10 points for every dollar spent. Once 1,000 points are accrued, members will receive a $10 reward toward their next purchase, which is redeemable at any of Lids’ more than 1,300 retail locations across North America, or online.

Members are also eligible for sneak peeks on new exclusive Lids merchandise, special gifts on birthdays, early access to special sales in-store and online, 20% off on all headwear and embroidery, and 10% off apparel and novelties. Members can also participate in exclusive sweepstakes for the chance to win experiences at highly-anticipated entertainment and sporting events, including tickets to the Chicago Cubs and the Indianapolis 500, Lids reported.

A free version of Access Pass is also available. It rewards members with five points for every dollar spent, and features limited incentives.

“The new loyalty program is another way for us to recognize and reward our most loyal fans.” said Jeff Pearson, senior VP of marketing and e-commerce at Lids. “Through Access Pass, we also look forward to engaging with newly-devoted consumers who embody the qualities of today’s headwear culture and transforming them into brand advocates, while simultaneously attracting the next generation of shoppers.”

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