Frasers Group is to combine the Sports Direct Membership loyalty scheme into its flagship rewards product Frasers Plus less than a year after its launch.

Set to take effect in February, the British retail giant - which owns brands such as Sports Direct, Flannels, and House of Fraser - hopes the decision will create a more uniform and seamless rewards experience for its customers.

Through Frasers Plus, customers who shop at retail outlets owned by Frasers Group and sixteen partners receive rewards with every purchase. Partner retailers include Lookfantastic, Marks Electrical and Myprotein.

For existing Sports Direct customers who use its soon-to-be-defunct loyalty scheme and would like to benefit from Frasers Plus, they won’t be transferred to Frasers Plus in February.

Sports Direct launched its membership loyalty scheme in February last year.

At the time, the company said the move marked a “crucial step” in its wider digital plans aimed at improving the omnichannel experience.

Customers can access rewards and offers through the Frasers Plus app, which is available on both the Google Play Store and Apple App Store.

Additionally, they can use the app to set up flexible payment options for purchases - with terms ranging between six and 36 months. The service is regulated by the Financial Conduct Authority.

To become a Frasers Plus member, customers must be over the age of 18, be living in the UK and have at least £7,500 of personal income.

Describing the move to integrate the existing Sports Direct loyalty scheme into Frasers Plus as an "exciting step forward” for the brand and its main loyalty scheme, David Twigg - managing director of Frasers Group Financial Services - claimed it would streamline the Frasers customer experience.

He said this would be achieved through a “more powerful, personalised, and cohesive rewards proposition across the full Frasers Group portfolio and partner retailers”.

Twigg added: “This new chapter will bring engaged Frasers Plus users unparalleled flexibility and value, earning points and benefits as they spend.”

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