Marks & Spencer has launched the new and transformed Sparks loyalty programme, a key strategic milestone as M&S reshapes for growth.
Insights from thousands of M&S customers show they are clear about what they want from M&S with “Make Sparks better” one of the leading pieces of feedback. This new launch directly answers that call and delivers a more rewarding, personalised experience giving customers exactly what they want from a loyalty programme: personalisation and pounds, not points and tricksy pricing.
At the heart of the transformation is the brand new digital Sparks wallet where customers earn real money rewards to spend across any part of M&S – from Food and Fashion to Home and Beauty. They can spend their rewards on what they want at any time; whether saving up for Christmas, money off the weekly shop or treating themselves.
New Sparks will be powered by a step change in the use of AI and data as M&S accelerates its digital transformation – a key strategic focus as M&S reshapes for growth.
For the first time, M&S will use a suite of transformed AI and data capabilities to power Sparks including machine learning, and advanced generative AI models coming soon after, that will deliver even more personalised offers and rewards. And the more customers shop with Sparks, the better and more personalised the experience. As a result, customers will receive a more timely, bespoke and seamless experience with the ability to maintain greater control over how Sparks works for them.
Colleagues have also played a vital role helping shape and refine the new Sparks experience with every M&S colleague given the opportunity to take part in a Beta test for several weeks ahead of the launch. Today’s launch is just the first stage of new Sparks with much more to come for customers in the future.
M&S CEO Stuart Machin 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.”
