The retailer is rolling out its Sparks coffee rewards programme across the UK from 26 February, following a successful trial in Scotland and Wales.
Customers will be rewarded with a free drink for each six hot drinks purchased at the M&S Café.
The freebies, which include all barista-made drinks, are available exclusively through Sparks on the M&S app.
Additionally, M&S will give refill discounts for customers who bring their own refill cups.
“Sparks is our way of saying thank you to our customers for shopping with M&S across every part of our offer, and now for the first time that includes the millions of customers who visit our 339 cafés every year,” said M&S head of loyalty Danielle Papagapiou.
“Hosted in the Sparks hub on the M&S app alongside every other reward and offer you receive for shopping with M&S, collecting the stamps is quick, simple and digital-first so that it can easily become part of our customers’ routines.”
The move mirrors similar strategies from high-street coffee chains such as Pret a Manger and Costa Coffee, which also offer a free drink to customers when they collect stamps via their loyalty apps.
M&S launched the Sparks Coffee Rewards trial last August with a select group of M&S Café customers before extending the trial to all stores in Scotland and Wales this January.
“Sparks Coffee rewards launched at our store at the start of January and our customers have taken to it really well,” said Jenny McPartlin, store manager for M&S Argyle Street in Glasgow. “They appreciate being rewarded with a nice little bonus every six drinks – which is perfect for our regular customers who visit us every day for their morning coffee fix.”
In order to get their Sparks coffee rewards, customers must download the M&S app to their device and scan the QR code on display in all M&S Cafés to add the digital stamps to their Sparks hub.
The grocer has launched its Sparks loyalty programme as a digital-first scheme in July 2020, replacing the points-based system with personalised offers and exclusive rewards.
The programme now counts over 14 million users.