Marks & Spencer has revealed changes to its Sparks loyalty program, introducing cash discounts for customers. Shoppers can accumulate cash rewards in their new digital Sparks wallet, accessible through the M&S app, by meeting spending thresholds in various product categories. The offers will be updated weekly based on individual shopping behavior.
Examples of potential perks include earning £10 in the Sparks wallet with a £50 expenditure on fashion, home, and beauty items, or receiving £6 back for a £30 purchase of nightwear. Additional incentives feature £5 credited to the wallet for a £35 spend on food, and £1 cashback for a £10 purchase of fresh fruit.
Furthermore, shoppers will receive rewards for purchasing specific items together, like £5 cashback when buying a bra and knickers. Sparks members can also earn cashback by venturing into departments they don’t typically shop in.
In a new development, Marks & Spencer has partnered with Virgin Red to offer customers further opportunities to boost their Sparks wallet. For instance, individuals could receive £130 in their wallet by booking a Virgin Atlantic Holiday or £80 back when switching to Virgin Media. To avail of these rewards, customers need to link their Virgin Red account to their Sparks membership via the M&S app.
While introducing these changes, M&S assures customers that some existing Sparks perks will remain, such as complimentary birthday treats, coffee stamp rewards for a free drink after six purchases, exclusive currency rates, and insurance policy discounts.
Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S, expressed enthusiasm about the revamped Sparks program, emphasizing its focus on tailored offers and direct cash rewards for customers to spend at M&S on their terms. The new Sparks aims to empower customers, encouraging them to explore new products while enjoying personalized benefits. Cramond also hinted at more enhancements to come in the future.