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Retail

M&S launches new loyalty programme

By Don-Alvin Adegeest

Oct 16, 2015

London - Sparks will soon be flying at Marks's, as Marks & Spencer reintroduces a new loyalty programme called Sparks.

M&S will debut a new loyalty card to woo back customers, by rewarding them with early access to online sales and daily prize draws.

Launching nationwide on October 22, the club plans to reward customers for not just how much they spend in stores, but also for how they interact with the brand.

M&S shoppers will be rewarded with more points, or “sparks”, when they recycle M&S clothes at Oxfam through its Shwopping initiative, or when they write product reviews online.

Patrick Bousquet-Chavanne, executive director at M&S, said the strategy was all about enhancing customer engagement. “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”, he said.

Along with various promotions, members will also be rewarded with previews of new season ranges and access to the M&S online sale 24 hours before other shoppers, which requires 7,000 sparks.

Top Sparks members will also be invited to special in-store events, such as wine-tastings, cookery masterclasses or catwalk shows, and be entered into daily prize draws.