[Ep. 49] Footlocker's New FLX Loyalty Program Is Almost Here: Now What?

In this segment, Jared discusses the upcoming FLX app from Footlocker. What are the pro's and con's? What changes will happen? How will it effect reselling?

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In this segment, Jared discusses the upcoming FLX app from Footlocker. What are the pro's and con's? What changes will happen? How will it effect reselling?

Show Notes:

FootLocker’s App Changes

During the summer of 2019, we heard rumors that Foot Locker (which also owns Footaction, Eastbay, & Champs) would be revamping and consolidating their loyalty program into one and launching a new app to improve their in-store and online shopping experience.

Fast forward to January 2020 and all of the rumors have been confirmed and here’s what we can expect for the upcoming FLX Program.

When Will It Release?

According to a recent email that was sent to current rewards members, we can expect the new FLX program and app to launch in a couple weeks.

It’s my guess that they’ll shoot for the NBA’s All-Star weekend or shortly before/after.

What’s Changing With The App?

From what I’m seeing, there are going to be a LOT of changes happening to the loyalty program. I was recently able to speak with a Champ’s store manager and he was able to tell me a few things about how the whole shopping experience will be greatly improved. Of course, we don’t know all of the particulars but here are a few highlights:

• Points can be earned and redeemed at all Footlocker-owned stores

• Points can earn you more than coupons, but also other types of products and perks, as well.

• You won’t be able to reserve shoes at multiple stores. Shoes can only be reserved at 1 store, per release.

• Free shipping for purchases made online

Are they doing this to stop resellers?

No, not exactly! This move is all about Foot Locker improving its overall shopping experience and doing whatever it can to differentiate itself from its competitors that essentially selling the same products.

So although “unchecked” reselling does/can hurt the company’s shopping experience, it’s not a major threat to their long-term success in the same way that other players in the industry are (i.e. Finishline, DTLR, Hibbett).

Ultimately, I think the creation of the FLX program is all about giving customers more reasons to shop with their stores as opposed to another company’s. With the e-commerce and retail industries becoming more competitive by the day, the added perks and benefits of the FLX program will definitely help keep Foot Locker at the top of the food-chain.