M&S to roll out personalised Sparks initiative on October 22.
Marks & Spencer is launching its Sparks members club scheme nationwide from October 22.
The initiative will offer members personalised money-off vouchers after the retailer carried out research which found that shoppers were demanding tailored and priority offers, plus money-off treats.
Members will build up Sparks points every time they shop in-store or online, depending on how much they spend. They will also gain them for writing product reviews and ‘shopping’ – handing over unwanted clothing (which is then sent to Oxfam) when buying brand new.
Shoppers signing up will earn ten points for every visit to the till, as well as ten for every £1 spent in stores.
Members will give details of hobbies and interests when they register, which then determine the types of offers or discounts they receive.
“Customers tell us they want to ‘be part of something special’ and that’s exactly why Sparks is a club,” said Patrick Bousquet-Chavanne, executive director of marketing at M&S. “It’d a two-way relationship: members tell us what they enjoy, select their own tailored offers and are rewarded for sharing their views.”
