M&S is launching a ‘Sparks wallet’ in its loyalty programme, letting customers earn personalised money rewards to spend in any of the retailer’s departments.
The feature is at the heart of a “new and transformed Sparks programme” launched today, promising “personalisation and pounds, not points and tricksy pricing”.
M&S said it was using a new suite of AI and data capabilities, including machine learning, with advanced generative AI models coming soon, to deliver more personalised offers and rewards.
The more customers use Sparks, the better and more personalised the experience, according to the retailer.
Money rewards will include £5 in the wallet when spending £35 in a a Foodhall, £1 when spending £10 on fresh fruit, and £10 when spending £50 in Fashion, Home & Beauty.
There will also be rewards for buying bundles of products together, and personalised rewards for customers discovering a part of M&S where they don’t usually shop.
Users will see ways to earn rewards every time they open the app in a new Sparks hub.
“Customers told us they want Sparks to be simple, rewarding and personalised, and we listened,” said M&S CEO Stuart Machin. “New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.
“A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver.”
M&S is also launching its first loyalty partnership, with Virgin Red, Virgin’s Rewards Club. Sparks users will be able to earn up to £130 in their Sparks wallet when booking a Virgin Atlantic Holiday, £80 when switching to Virgin Media, and £8 for every £100 spent at Virgin Voyages. They will also get £4 for every £20 spent on Virgin Experience Days.
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