Lessons in loyalty: how retail’s seven best schemes deliver results

Loyalty illustration

As Marks & Spencer relaunches Sparks this week, Retail Week reviews some of the top loyalty schemes around the world and pulls out lessons on what works in loyalty today

Marks & Spencer has revamped its loyalty scheme Sparks by scrapping the current points system in favour of instant rewards for shoppers at the checkout.

The changes have been made following feedback from 250,000 Sparks members and are designed “to deliver immediate and clearer value”.

Many retailers have loyalty schemes but few encourage true loyalty and change how consumers shop.

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