These include abandoning points in favour of instant rewards “to deliver immediate and clearer value” and more personalised offers.

The revamp, spearheaded by Marks & Spencer chief digital and data officer Jeremy Pee, will go live on July 9 with the customer promise that “good things happen every time you shop”. A range of new good causes will benefit from the scheme.

The Sparks relaunch is another step in M&S’ ambitions to become a digital-first business and follows feedback from 250,000 scheme members and “road testing” by 40,000 M&S staff.