Marks & Spencer has introduced changes to its Sparks loyalty program, offering customers cash discounts. Shoppers can now accumulate cash in their new digital Sparks wallet on the M&S app by making purchases in specific product categories. The discounts will vary weekly based on the customer’s shopping habits.
M&S has provided examples of potential benefits, such as earning £10 in the Sparks wallet with a £50 expenditure on fashion, home, and beauty items, or receiving £6 back for a £30 purchase of nightwear. Other incentives include £5 credited to the Sparks wallet for a £35 food purchase, or £1 for buying £10 worth of fresh fruit.
Customers will also receive rewards for purchasing certain items together, like getting £5 back when buying a bra and knickers. Additionally, Sparks members can earn cashback when shopping in departments they don’t typically visit.
In collaboration with Virgin Red, M&S has introduced a new partnership to enhance the Sparks program. For instance, customers can earn £130 in their wallet by booking a Virgin Atlantic Holiday or receive £80 back when switching to Virgin Media. To enjoy these benefits, customers need to link their Virgin Red account to their Sparks membership via the M&S app.
Despite the changes, M&S will retain some existing Sparks perks, including free birthday treats, coffee stamps for a complimentary drink after six purchases, exclusive currency rates, and discounts on insurance policies.
Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S, expressed excitement about the revamped Sparks program, emphasizing its focus on providing simple, personalized offers and tangible financial rewards directly deposited into customers’ digital Sparks Wallets. She highlighted the program’s flexibility, allowing customers to earn rewards for familiar purchases and explore new products while being rewarded.
Cramond reassured customers that while Sparks has undergone a transformation, beloved features like free Birthday Treats and Coffee Stamps have been preserved and enhanced for a more personalized and rewarding experience. She hinted at further developments to come, promising an even more rewarding loyalty program in the future.