M&S’ new digital Sparks app has been downloaded 1 million times since launch

Mobile & Apps

Marks & Spencer’ s newly overhauled loyalty app has been downloaded more than 1 million times since launching eight weeks ago.

Sparks’ digital overhaul was launched back in July, taking M&S’ historic loyalty scheme entirely online for the first time via the M&S app.

According to M&S, its app was downloaded more than 240,000 times in the first two days of relaunch, and nearly 1 million new customers have signed up to its loyalty scheme since July.

This takes its total number of Sparks members to over 8 million, 2.4 million of which have received rewards, gifts and treats since relaunch.

READ MORE: M&S announces major overhaul of Sparks as “digital first loyalty scheme” in huge digital push

A further 10,000 customers have seen their entire shopping basket paid for by M&S as part of the scheme.

M&S will now run a limited time rewards boost until Sunday September 27, seeing one customer everyday in every store in the UK being rewarded with a free basket of shopping.

All new signups to the Sparks scheme will also receive a free M&S tote bag.

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 in July.

“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.

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