It’s never too late. Even at the distinguished age of 131 years old, it is not too late to start building new relationships and engaging new people. This is especially true if the 131 year-old in question is a multinational retailer looking to launch a brand new loyalty program, which appears to be what Marks & Spencer has in mind for it’s next customer engagement strategy.
Founded in 1884, Marks & Spencer, a leading British retailer of men and women’s apparel and a wide range of home products and luxury goods, is reportedly looking to release a new loyalty card called “Sparks.” In an effort to boost customer loyalty, “Sparks” would reward customers with a host of exclusive benefits.
An inside source told Reuters that the loyalty program would also eschew a more traditional approach by avoiding the standard practice of awarding points for every British pound spent. The program would instead reward members with many of the goods and services that customers typically seek inside the store. This will include food, clothing, and a number of personalized rewards that will demonstrate the brand’s individual appreciation for customer loyalty.
While the move away from a points-based system would be a break from more standard loyalty program models, there is no information yet on whether Marks & Spencer would also offer any advanced digital or mobile components alongside the new card.
This new interest in a loyalty program appears to be, in part, motivated by the brand’s recent break away from a website provided by Amazon. The launch of a new in-house online platform has given Marks & Spencer superior access to better customer insights. This breadth of new data could pave the way for the analytics needed to successfully drive new levels of customer engagement.
“Sparks” is reportedly undergoing trials, which, if successful, could spur the widespread release of the program sometime this fall.
Marks & Spencer has so far remained coy about revealing further details regarding the potential program.