Marks & Spencer has announced a major overhaul of its iconic Sparks loyalty programme, relaunching it as a “Digital First loyalty scheme”.
M&S’ Sparks loyalty scheme will now be entirely digital and will be hosted through an updated M&S App from Thursday July 9.
Existing members can download their Sparks cards via the app straight to their phone or have it stored on their online shopping account.
Sparks’ 7 million members will no longer receive points on their cards, but will instead have access to instant rewards including a guarantee that one customer every week will get their shopping absolutely free.
Rewards also include giveaways worth thousands of pounds to spend in store, to smaller personalised ‘customer thank yous’ like free packs of Percy Pigs and Candles.
The updated Sparks scheme will also offer better and more personalised offers to members the more they shop, thanks to significant investment in its digital and data science teams.
It has also more than doubled its charity partners to 35, enabling Sparks holders to donate to a charity of their choice every time they shop.
This major revamp forms part of M&S’ wider “Never the Same Again Programme”, marking a heavy investment in and focus on becoming a “digital first” retailer.
“Sparks is a vital part of how we communicate with over seven million of our most engaged M&S shoppers, and we have designed this relaunch around them,” chief digital officer Jeremy Pee 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.”
This move is also understood to form part of M&S plan to unite data from Sparks, M&S.com, M&S Bank and soon Ocado in order to prioritise personalisation and make major improvements to its digital experience.