Marks & Spencer is launching its brand new customer loyalty programme. Sparks, as it is called, is not replacing the M&S Premium Club: it's a totally different offer and it can be used alongside the Premium Club scheme. Sparks has been in development for one year, in collaboration with 600 customers, then a three month trial convinced M&S to go ahead, the launch being supported with heavy promotion.
However, Sparks is not a traditional loyalty programme, it's not just about collecting points to get discounts. Sparks wants to go further: As Patrick Bousquet-Chavanne, Executive Director at Marks & Spencer, explained: "Customers tell us they want to 'be part of something special' and that’s exactly why Sparks is a club. As a member, you are more than a customer and you’ll get the most from Marks & Spencer – with tailor-made offers, priority access and invites to exclusive events. It’s a two way relationship. Members tell us what they enjoy, select their own tailored offers and are rewarded for sharing their views".
In practice, the more sparks you collect, the more privileges you unlock. You'll get 10 sparks every time you shop and for every £1 you spend. You'll also get 25 sparks for every review you write and 50 more every time you “shwop”. And every time you shop, Marks & Spencer will donate a penny to your chosen charity. As for the privileges, they include new season previews, invitations to events or experiences, all customized to meet your wishes. Sparks cards are now available in stores. You'll just need to register it online and complete a questionnaire about your hobbies and interests.
*Photo: Marks & Spencer
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