Sportswear giant JD Sports is launching a new loyalty app across its British stores.

The move, which the company says will help it scale the brand and strengthen customer experience "beyond physical retail", follows an eight-week trial which took place in 10 stores located in the north west of England.

Once downloaded onto a mobile phone, customers can use the app to access 10 per cent cashback on their first purchase. For every transaction thereafter, customers will have access to one per cent cashback.

The sportswear giant said that it will also introduce other offers as the programme is further developed.

JD Sports will now be available in all of its 370 stores in England, Wales, and Scotland.

The retailer, which is already running the platform in the US, said that the new app will be expanded to continental Europe next year.

“JD’s loyal customers are key to our success and we are committed to providing them with a market-leading omnichannel experience across our much-loved sports fashion brands," said Régis Schultz, chief executive, JD Sports. "Our ‘beyond physical retail’ approach means placing the omnichannel customer at the heart of everything we do and the expansion of our JD Status app across Britain is the natural next phase of this strategy."

The chief executive added that by eventually expanding the app globally, the brand will be able to reach its strategic goal of being the "leading global sports-fashion powerhouse".

“We want to ensure that our customers are rewarded with the very best incentives and benefits," added Arianne Parisi, global chief digital officer, JD Sports. "The successful trial of JD Status in Manchester earlier this year received a very positive reaction from our customers and store associates – reflecting the hard work of our teams to design a programme which is straightforward and easy to use."

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