Marks & Spencer unveils revamped Sparks loyalty programme

Marks & Spencer has launched a redesigned Sparks loyalty programme, introducing a more streamlined approach that focuses on monetary rewards rather than a points-based system or complex pricing structures.

The updated programme responds to customer feedback, with many calling to "make Sparks better".

At the centre of the update is a new digital Sparks wallet, allowing customers to earn rewards in real monetary value.

These rewards can be used across all M&S categories - including food, fashion, home and beauty - and spent at any time, whether on everyday purchases or for specific occasions such as Christmas.

The programme is supported by an expanded use of data and artificial intelligence, introducing enhanced machine learning capabilities, with advanced generative AI models expected to follow.

These technologies aim to improve the relevance and timing of offers, creating a more tailored experience that evolves with customer behaviour while giving users greater control over their preferences.

Employee input has also contributed to the redesign, with M&S colleagues participating in a beta testing phase ahead of launch.

The updated Sparks programme rewards customers based on their shopping behaviour, offering personalised incentives such as:

• Spend & earn: Customers receive rewards when spending in categories they frequently shop.
• Buy & bundle: Purchasing selected items together can unlock additional rewards.
• Try something new: Incentives are offered for exploring different product categories.

In addition, a redesigned Sparks hub within the M&S app centralises personalised offers. These are based on stated preferences, such as dietary choices, as well as past purchases, ensuring that offers remain relevant and tailored each time customers engage with the app.

M&S CEO Stuart Machin said: "Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.

"A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience."

The company describes this release as the first stage of a broader, ongoing development of the Sparks programme.