Marks & Spencers sparks loyalty changes
British retailer, Marks & Spencer, has unveiled a new loyalty program called ‘Sparks’, designed to go “beyond generic discounts to reward members with personalised, lifestyle enhancing benefits.”
The retailer said the launch of sparks has been made possible by the recent transformation of M&S infrastructure and its in-house digital capabilities; in spring 2014, M&S moved away from an Amazon platform to launch an M&S owned and operated customer web platform.
“Over 131 years, customers have built a unique sense of trust and ownership in the brand and a members club is the natural evolution. And now is the right time for M&S; thanks to our infrastructure investment and the breadth and depth of our product offer, we can deliver a club that sees us collaborate with our members to build a better M&S together,” said Patrick Bousquet-Chavanne, executive director at M&S.
Launching on October 22, the members club was first road tested and refined by more than 100,000 customers between late August 2015 and early October 2015.
“Customers tell us they want to ‘be part of something special’ and that’s exactly why Sparks is a club,” said Bousquet-Chavanne.
“As a member you are more than a customer and you’ll get the most from M&S – with tailor-made offers, priority access and invites to exclusive events. It’s a two way relationship; members tell us what they enjoy, select their own tailored offers and are rewarded for sharing their views.”
Members collect ‘sparks’ when they shop or when they submit a product review, which can be redeemed for lifestyle benefits across food, fashion, home and beauty.