Marks and Spencer overhauls Sparks loyalty scheme

M&S has written to its seven million Sparks members to let them know the loyalty scheme will now be ‘digital first’.

Which is a fancy way of saying Sparks will be hosted via an updated app, although physical cards will continue to be available.

According to a press release, this will result in “a more personalised experience with instant rewards, a wider selection of charities to support and more tailored personal offers, so customers can be confident that good things happen for them and the causes they care about every time they shop with M&S”.

The ability to collect points is, meanwhile, being binned. New features will include a guarantee that every week one customer in every UK store will be rewarded with their shopping for free. And there will be giveaways worth thousands of pounds for customers to spend online or in-store, as well as smaller thank yous and treats, such as packs of Percy Pigs.

The decision to ditch points did not go down well with our Editor, Scott Thompson, who this afternoon tweeted: “M&S ‘reignites’ not very good loyalty scheme Sparks and bins everyone’s points, the only decent thing about it. Sod your previous loyalty to us. Let’s start again! Nice work, guys.”

Further info on the new look Sparks scheme here and in the video below.