Marks and Spencer has written to its seven million Sparks members to let them know it will be relaunching its loyalty scheme on 9 July as a digital-first platform.

In line with the retailers’ transformation plans, Sparks will offer a more personalised experience with instant rewards, a wider selection of charities to support and more tailored offers.

Feedback from over 250,000 members has shaped the redesigned scheme and over the last month it has been tested by over 40,000 M&S colleagues across the UK.

Under its Digital & Data team, M&S has invested in its behind the scenes capabilities to deliver a better overall experience for customers, with new expertise and leadership across critical areas such as loyalty, data science and digital products.

The new scheme will be hosted through an updated M&S app, with all features of the relaunched scheme fully integrated online. New members can download their Sparks card via the app to their phone or stored to their M&S online account. Physical cards will also continue to be available, but the most personal experience of the relaunched Sparks scheme will be available through the app and website.

This supports an acceleration of customers turning to shopping online in recent months which M&S, along with the wider retail sector, has experienced among its customers. Over 365,000 existing customers shopped M&S.com for the first-time during lockdown, and M&S has seen over 700,000 new downloads of its app since March.

Jeremy Pee, chief digital and data officer at M&S, said: “Sparks is a vital part of how we communicate with over seven million of our most engaged M&S shoppers, and we have designed this relaunch around them.

"With a digital-first approach, it’s simpler and easier to use, but also builds our relationship with customers through a more personalised experience."

A statement explained that the new scheme is an example of the business’ priority to embed digital and data in all aspects of how M&S serves its customers, and an example of the changes taking place under its 'Never the Same Again' strategy to learn from past mistakes.

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