Marks & Spencer has drafted in Tesco Clubcard legends Edwina Dunn and Clive Humby to improve customer understanding and personalisation.

Edwina Dunn and Clive Humby will advise M&S on improving its Sparks scheme

Edwina Dunn

The pair are famous for founding Dunnhumby, which powered Tesco’s Clubcard insights. They now run Starcount, which will help M&S personalise its loyalty and CRM programmes, including the retailer’s Sparks card.

There are approximately 6 million members of the Sparks scheme, which is seen by M&S chiefs as a key weapon in the armoury as it bids to become a ‘digital first’ business.

Rob Weston, who was appointed M&S’ marketing director, brand and customer as part of a marketing team restructure last month, said: “I am really looking forward to working with Starcount in my new role.

“Sparks plays a huge part in helping with our transformation and having the best partners will enable us to focus on achieving a seamless experience for our customers.”

Starcount director Edwina Dunn said: “We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs.

“Starcount’s expertise is the science of purchase and intent, understanding the ‘why’ behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience.”