M&S unveils revamped Sparks loyalty scheme
Marks & Spencer has revamped its Sparks loyalty scheme in response to feedback from customers which showed they want a more rewarding, personalised experience with “pounds, not points”.
At the heart of the transformation is a new digital Sparks wallet where customers can earn real money rewards to spend in all M&S departments including food, fashion, home and beauty.
Subscribe to TRBM&S will be using a suite of AI and data capabilities to power Sparks, including machine learning, with advanced generative AI models to follow. The retailer said the more customers shop with Sparks, the better and more personalised the experience will become.
The new Sparks experience was trialled with M&S colleagues for several weeks ahead of launch. The retailer said this is just the first stage of the rollout, with more to come for customers in the future.
Stuart Machin, M&S chief executive, said: “Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.
“A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience.”
