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Marks & Spencer relaunches Sparks loyalty scheme

Marks & Spencer is relaunching its Sparks loyalty programme as a “digital first” scheme this month. In statement, the retailer said it had listened to feedback… View Article

GENERAL MERCHANDISE

Marks & Spencer relaunches Sparks loyalty scheme

Marks & Spencer is relaunching its Sparks loyalty programme as a “digital first” scheme this month.

In statement, the retailer said it had listened to feedback from over 250,000 Sparks members and has written to all seven million to explain how the new programme will offer “good things happen every time you shop”.

The retailer said the scheme will provide members with a more personalised experience with instant rewards, a wider selection of charities to support, and more tailored personal offers.

The new programme will remove points and sales access tiers, which M&S said members found confusing. These will be replaced with new features such as a guarantee that every week one customer in every UK store will be rewarded with their shopping for free, giveaways worth thousands of pounds for customers to spend with M&S online or in store, and smaller customer thank yous and treats chosen exclusively for them.

M&S has also undertaken a review with customers and staff to ensure its Sparks charity partners reflect the causes that matter most to them. As a result, it has now added 25 new charities to expand the number of partners to 35 in total. Since 2015 M&S has donated nearly £7 million to charity through the scheme.

Due to launch on 9 July, the programme will be hosted through an updated M&S app. New members will be able to download their Sparks card via the app straight to their phone or to their stored M&S online account.

Jeremy Pee, M&S, chief digital and data officer, said: “With a digital first approach, it’s simpler and easier to use but also builds our relationship with customers through a more personalised experience. We’ve injected a new sense of excitement and value and made the features they love even better, while stripping out the points and tiers system they found confusing. It will instantly feel more rewarding, and customers can be confident that good things will happen every time they shop with us, from winning their M&S shopping basket for free on the spot, to a donation to the cause that matter most to them.”

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