Marks & Spencer will relaunch an overhauled Sparks loyalty scheme next week after making changes in response to customer views.
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.
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