Foot Locker Launches Its New Loyalty Program in the U.S.

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Foot Locker has finally rolled out its awaited new membership program, FLX, across North America, unifying all Foot Locker, Inc. six U.S. brands under one platform: Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports, Footaction and Eastbay.

FLX – which already launched in select European countries and will continue to expand to additional Foot Locker, Inc. global regions – is free to join and members receive free shipping on all orders with no minimums (some exclusions may apply) and will earn 100 XPoints per dollar spent in-stores and online at all six brands. Members can also earn points by completing online activities such as surveys, shopping preferences and connecting social media accounts.

A key feature of FLX is the centralized Redemption Center, where members can redeem their XPoints for unique rewards. The Redemption Center features exclusive experiences that reflect the interests of Foot Locker consumers, inclusive of music, sports, art, design and more. The Redemption Center offers a user-friendly experience that will be updated regularly to reflect new rewards. Most notable, FLX Members can redeem XPoints for "Head Starts" which help improve the chances of securing highly-sought-after launch product via the Foot Locker, Footaction and Champs Sports apps using the Launch Reservation Procedure. FLX Members also get a Head Start benefit on each release, just for being a member.

Foot Locker made a smart move by extending the FLX loyalty program to all of its umbrella brands,” Tom Caporaso, CEO of Clarus Commerce tells RIS. “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. 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.

The loyalty program has three membership tiers: X1, X2 and X3, each providing additional benefits. Existing higher tier members of Foot Locker, Inc.'s legacy programs will be recognized for their loyalty, receiving 2,000 or 3,000 XPoints respectively, dependent on tier when migrating their membership account to FLX.

"I am so proud of our associates. An incredible amount of thoughtful planning has gone into building FLX, our new global membership program that continues to put our consumers top of mind," said Richard Johnson, chairman and CEO of Foot Locker, Inc. "FLX rewards our customers for engaging and shopping across our family of brands by giving them exclusive access to great experiences, unique offerings and our most coveted products."

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