Foot Locker has enhanced its FLX Rewards program and will be upgrading its mobile app as part of the brand's quest to drive profitable growth.

The new loyalty program offers enhanced convenience and exclusive benefits, according to a press release.

The program offers FLX Cash, in which customers can use points toward a discount on purchases. Benefits also include priority access to sneaker launches, as well as exclusive sales and member-only events. There is also free returns, upgraded birthday gifts and complimentary shipping with no minimum purchases

Members can redeem points (100 points per $1 spent) for FLX Cash, providing discounts of $5, $10, or $20 off.

Registration for the FLX Rewards loyalty program is open nationwide across the U.S., accessible in stores and online without any purchase requirements. The program was initially piloted in Canada in 2023 and the brand saw increased engagement with first-time redeemers, higher average order values, higher units per transaction and higher trip frequency, according to the release.

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.

Following the loyalty program rollout, Foot Locker plans to introduce a redesigned mobile app later this year. Key features 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.

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