Marks & Spencer has introduced changes to its Sparks loyalty program, offering customers cash discounts. The new digital Sparks wallet, accessible through the M&S app, allows shoppers to accrue cash by making purchases in various product categories. Weekly offers will be tailored based on individual shopping habits.
Examples of potential perks include earning £10 in the Sparks wallet with a £50 spend on fashion, home, or beauty items, and receiving £6 for a £30 purchase of nightwear. Additional incentives include £5 cashback for a £35 expenditure on food or £1 back for a £10 fresh fruit purchase.
Customers can also receive rewards for purchasing specific items together, such as £5 return for buying a bra and knickers. Furthermore, Sparks members will earn money back for exploring new departments they don’t usually shop in.
In collaboration with Virgin Red, Marks & Spencer has unveiled a new partnership to enhance the Sparks wallet. Opportunities like gaining £130 in the wallet for booking a Virgin Atlantic Holiday or receiving £80 back when switching to Virgin Media are now available. To take advantage of this, customers must link their Virgin Red account to their Sparks membership through the M&S app.
Despite the changes, M&S assures customers that some existing Sparks perks will remain, including free birthday treats, coffee stamps for complimentary drinks, exclusive currency rates, and insurance discounts.
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 to spend at their convenience. The new Sparks initiative aims to empower customers with control over their rewards, encouraging them to explore new products while enjoying tailored benefits.
