Foot Locker unveiled a new loyalty program on Tuesday as it plots a turnaround course under CEO Mary Dillon, who is still relatively young in her tenure at the company.
The refreshed FLX Rewards program comes as the athletics retailer is in the midst of a larger overhaul of its business, including much of its customer experience. That ranges from store revamps for the majority of its fleet and new store concept launches to various website improvements and a new mobile app, which will launch later this year.
“Kind of grounding in Mary’s lace-up plan overall for the business is this fundamental idea of being more customer-led as an organization,” Chief Customer Officer Kim Waldmann said, noting that the retailer took an eye to its existing loyalty program through that lens. “What we found was, it was really engaging our sneakerhead-type consumer, who was excited about product heat and launches, but we had an opportunity to really democratize the program and provide value to more consumer segments.”
Source: Retail Dive