Marks & Spencer is shaking up its Sparks loyalty programme, offering shoppers a smarter, more personalised way to earn rewards. The revamped scheme ditches one-size-fits-all deals for offers tuned to each customer’s unique tastes and spending habits.
Personalised Perks via New Sparks Wallet
The new rewards come through a digital Sparks wallet inside the M&S app. Depending on what you buy, your rewards will differ. For example:
- Spend £50 on fashion, home, and beauty goods and get £10 back
- Spend £30 on nightwear and pocket £6 cashback
- Spend £35 in the food hall and grab £5 back
Offers are based on both declared preferences, like dietary needs, and past purchases. Everything is managed through a fresh “Sparks hub” inside the app for easy access.
M&S Listened to Shoppers’ Feedback
Thousands of customers told M&S they wanted a simpler, more rewarding loyalty experience without tricky points or complicated pricing. CEO Stuart Machin said:
“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.”
This major revamp aims to reward shoppers with relevant deals every time they open the app, making Sparks a loyalty scheme that truly pays off.
