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M&S Sparks loyalty and reward scheme: Changes announced plus birthday perk details
Customers can earn real money rewards through a new digital wallet, while Virgin Red partnerships and credit card links add more ways to boost balances.
- On Tuesday, Marks and Spencer launched a revamped Sparks loyalty program, introducing a digital wallet where customers can earn real money rewards on purchases across food, fashion, home, and beauty.
- M&S CEO Stuart Machin stated the overhaul responds to customer requests for a simpler, more rewarding experience, replacing the previous model that focused on personalized discounts and occasional treats.
- The retailer uses "transformed AI and data capabilities" to deliver personalized offers, with customers earning £10 to their Sparks wallet when spending £50 on fashion, home, or beauty.
- Partnering with Virgin Red, M&S allows customers to boost their Sparks wallet through travel bookings, with users earning up to £130 for booking a Virgin Atlantic Holiday or £80 for switching to Virgin Media.
- Popular perks like free birthday treats, Coffee Stamps, and The Parent Hood baby club, which supports over 350,000 members, remain available; while M&S stops offering Delivery Pass, these initiatives complement the new digital rewards.
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Leaning Left3Leaning Right2Center8Last UpdatedBias Distribution62% Center
Bias Distribution
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62% Center
L 23%
C 62%
15%
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