M&S relaunches loyalty programme

Laura Jacobson
Head of Insight - RA UK
@RetailAnalysis

Date : 02 July 2020

The long-awaited relaunch of Sparks promises shoppers "good things happen every time you shop".

Digital-first approach

M&S's 7m loyalty programme members will experience the changes next week. Personalisation and instant rewards are at the heart of the new proposition, in a shift away from the previous points-based system which the retailer recognised was overly complex and confusing. M&S colleagues and shoppers have been part of an extensive trial to test the interface and experience of the new Sparks programme.

Key features:

  • Every week one Sparks shopper in the UK will get their shopping for free
  • Giveaways online and in-store
  • Smaller treats chosen specifically for them
  • Extensive of charity partnership, with 35 charities for shoppers to choose to support every time they shop
  • Hosted through an updated M&S app (physical card will still be available)

Jeremy Pee, chief digital and data officer commented "Sparks is a vital part of how we communicate with over seven million of our most engaged M&S shoppers, and we have designed this relaunch around them. With a Digital First approach, it’s simpler and easier to use but also builds our relationship with customers through a more personalised experience".

IGD opinion

As the economic impact of the pandemic starts to bite, growth will become even harder for retailers to drive. Having effective tools to engage with and reward loyal shoppers will help maintain and increase their value. The move follows Tesco and Sainsbury's gear change into more sophisticated digital loyalty propositions, all of which unlock potential for greater integration into a seamless shopping experience. For M&S this could include its M&S's Mobile Pay Go technology.

Relaunch of Little Shop

In its latest move to increase appeal to families, M&S has relaunched its Little Shop collectibles campaign. Shoppers are rewarded with one of 25 mini M&S products when they spend £20 or more in the foodhall. This year's campaign heavily emphasises that the minis are made from sustainable materials such as cardboard and recycled plastic.