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, accessed through the M&S app, by making purchases in various product categories. The discounts will vary weekly depending on the customer’s shopping behavior.
M&S has provided examples of potential perks, 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. Additional offers include getting £5 credited to the wallet for a £35 expenditure on food, or £1 for buying £10 worth of fresh fruit.
Customers will also receive rewards for purchasing specific items together, like receiving £5 cashback when buying a bra and knickers. Moreover, Sparks members will earn money back for shopping in departments they typically don’t frequent.
In a new collaboration with Virgin Red, M&S has introduced opportunities to boost the Sparks wallet further. For instance, customers can get £130 added to their wallet by booking a Virgin Atlantic Holiday, or £80 back for switching to Virgin Media. To benefit from these rewards, customers need to link their Virgin Red account to their Sparks membership via the M&S app.
While enhancing the Sparks program, M&S has retained some existing perks based on customer feedback. These include 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 enthusiasm about the revamped Sparks program, emphasizing the focus on personalized offers and direct cash rewards for customers. She highlighted the flexibility and control the new program provides, enabling customers to explore new products and receive rewards tailored to their preferences. Cramond assured that the program’s evolution is ongoing, promising more innovations in the future.