To be a part of Marks & Spencer is to be a “part of something special.” Or, at least, that is the branding mission behind the launch of a new Marks & Spencer (M&S) loyalty program, one that seeks to imbue the customer experience with a new sense of style.
Launching across the United Kingdom on October 22, SPARKS will officially become the new loyalty program of M&S. The plan is to convert incremental customers into true brand members by combining valuable rewards, exciting experiences and relationship building initiatives.
“Customers tell us they want to ‘be part of something special’ and that’s exactly why SPARKS is a club,” said Patrick Bousquet-Chavanne, M&S Executive Director. “As a member you are more than a customer and you’ll get the most from M&S – 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.” 
Through SPARKS, M&S will offer a wide range of lifestyle benefits across food, fashion, home and beauty products. But more than simply earning points and collecting rewards, SPARKS actually encourages members to engage with the brand by sharing their interests on a more personal and friendly level. Through this type of customer engagement, M&S hopes to better customize benefits to reflect what matters most to each individual customer.
Designed to be a fun and interactive customer experience, SPARKS allows members to collect points, or “sparks,” in three main ways. Every time a member shops they earn 10 sparks for every purchase or 10 sparks for every £1 spent. Beyond simple spend, customers can also earn 25 sparks for writing product reviews or 50 sparks when they Shwop, which happens when members drop off unwanted garments at an M&S Shwop drop box.
To further increase engagement and enhance relevancy for mobile users, SPARKS also features a free M&S App. This allows members to manage their accounts, view their progress, and continually unlock exciting new benefits.
“Over 131 years, customers have built a unique sense of trust and ownership in the brand and a members club is the natural evolution,” Bousquet-Chavanne continued. “And now is the right time for M&S; thanks to our infrastructure investment and the breadth and depth of our product offer, we can deliver a club that sees us collaborate with our members to build a better M&S together.”