Marks & Spencer has revealed changes to its loyalty program, Sparks, introducing cash discounts for customers. The new scheme allows shoppers to accumulate cash rewards in a digital Sparks wallet within the M&S app by making purchases across various product categories. The offers will be updated weekly to align with each customer’s shopping behavior.
Examples of perks include earning £10 in the Sparks wallet when spending £50 on fashion, home, and beauty items, or receiving £6 for a £30 nightwear purchase. Customers can also get £5 back in their wallet for a £35 food purchase, or £1 for buying £10 worth of fresh fruit.
In addition to individual rewards, customers will earn money back for buying specified items together, such as receiving £5 when purchasing a bra and knickers. M&S has partnered with Virgin Red to offer additional opportunities to boost the Sparks wallet, like getting £130 added for booking a Virgin Atlantic Holiday or £80 back for switching to Virgin Media.
To access these benefits, customers need to link their Virgin Red account to their Sparks membership via the M&S app. The company emphasized that existing Sparks perks, like free birthday treats, coffee stamps for free drinks, exclusive currency rates, and insurance discounts, will remain intact.
Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S, expressed enthusiasm about the revamped Sparks program, highlighting its focus on personalized offers and direct cash rewards for customers. The new system aims to empower customers with control over their rewards, encouraging them to explore new products while enjoying the flexibility of spending their rewards as they wish. This marks the beginning of a transformative journey for Sparks, with more enhancements planned for the future.
