Marks & Spencer has announced a major revamp of its Sparks loyalty programme, introducing cash rewards that customers can earn and spend through a new digital wallet in the M&S app. The changes aim to offer simpler, more personalised benefits based on shopping habits.
Shoppers will earn cash by spending set amounts in various product categories, with offers changing weekly. Examples include £10 back when spending £50 on fashion, home and beauty, or £6 for £30 on nightwear. Food offers include £5 for £35 spent, or £1 for £10 on fresh fruit. Customers will also get rewards for buying selected items together, such as £5 back on a bra and knickers purchase.
The scheme also rewards customers for trying new departments, and a new partnership with Virgin Red allows members to boost their wallet further. For instance, £130 is added when booking a Virgin Atlantic Holiday, or £80 for switching to Virgin Media. Customers must link their Virgin Red account via the M&S app.
M&S has retained popular existing perks, including free birthday treats, coffee stamps (free drink after six purchases), exclusive currency rates, and insurance discounts. Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S, said the new scheme is built around customer feedback for simple, personalised offers and real money rewards that drop into a digital wallet to spend as customers choose.
