M&S transforms Sparks with a digital wallet, AI-powered personalisation, and a new rewards model that gives customers pounds, not points.
Marks & Spencer has launched a transformed Sparks loyalty programme, introducing a more rewarding and personalised experience built around pounds, not points. At the heart of the transformation is a new digital Sparks wallet, where customers can earn money rewards to spend across Food, Fashion, Home and Beauty.
The updated programme is powered by expanded use of AI and data, including machine learning and advanced generative AI models to deliver more personalised offers and rewards.
M&S said the more customers shop with Sparks, the more personalised the experience becomes, with more timely, bespoke and seamless interactions.
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“Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. 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,” said Stuart Machin, CEO, M&S.
Machin added, “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 an even better M&S experience.”
The programme includes personalised ways to earn rewards through spend-based offers, bundled purchases, and incentives to try new categories.
M&S has also introduced a new personalised Sparks hub in the M&S app, bringing together offers based on customer preferences and shopping behaviour.
The retailer also announced Virgin Red as the first Sparks partner, giving customers additional ways to grow rewards across both brands. Existing Sparks benefits, including Birthday Treats, Coffee Stamps, and charity donations, remain part of the programme.
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