Foot Locker is planning to unveil its FLX loyalty program – a combination of multiple existing programs – in mid-February, according to its website. Under the new program, Foot Locker will no longer have banner-specific programs, but now have all of its stores, including Foot Locker, Lady Foot Locker, Kids Foot Locker, Footaction, Eastbay and Champs Sports, under one program. 
 
Some of the features of FLX will include free standard shipping with no minimum purchase, and experiential elements, such as advanced notice on new product releases, access to the FLX Rewards Center, and exclusive rewards.
 
Members will earn XPoints (FLX currency) in multiple ways, including 100 for each $1 spent, as well as connecting social media accounts, watching videos and completing a user profile.
 
FLX benefits are separated into three levels: X1, X2, and X3. Additional benefits for all levels include a surprise birthday gift, member-only sales and events, and access to events, per the Foot Locker website. The X2 level will receive early access to events, and X3 will get access to invitation-only events, gift-with-purchase promotions, and photo opportunities.
 
Foot Locker indicates that existing VIP or Star Club members will see their membership carry over to FLX. The new program, which has several differences from Foot Locker’s previous program, includes the tiers of FLX for those customers. The tiers will be determined by the amount spent in the last year, with $299 and less being X1, $300-499 getting X2, and $500-plus being placed in X3.
 
FLX, which is free to join, can be used at all participating Foot Locker brands in the United States and can be accessed from any of the apps for the different Foot Locker brands.
 
FLX demonstrates another effort by Foot Locker to deliver a customer experience that resonates with its consumers. This follows Foot Locker collaborating with Nike on a new store experience last year. Patrick Walsh, Vice President of Marketing at Foot Locker, talked to Loyalty360 about the partnership and what it meant for customers.
 
The new FLX program was created to provide a more seamless customer experience while providing valuable loyalty program benefits. The multi-brand loyalty program is one that other retailers recently have announced, including Ascena’s “All Rewards,” which includes Ann Taylor, LOFT, Lou & Grey, Ann Taylor Factory and LOFT Outlet.
 
Furthermore, we have seen multiple athletic-focused brands refresh their approach to loyalty through new programs, paid membership models, and revamped product lines. Last year, Reebok announced its first loyalty program, Nike introduced a paid membership model for kids’ shoes and upped perks for loyalty program members that use the brand’s app, and Dick’s Sporting Goods announced its own product line exclusive to Dick’s stores and website.

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