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M&S UNVEILS NEW SPARKS LOYALTY PROGRAMME

M&S

M&S UNVEILS NEWLY TRANSFORMED AND MORE REWARDING SPARKS LOYALTY PROGRAMME 

  • Real money rewards into a new digital Sparks wallet puts customers in control 
  • A personalised Sparks experience designed around each customer 
  • The first ever Sparks partnership – joining forces with Virgin, offering even more ways for customers to earn money into their new Sparks wallet 
  • All the Sparks perks customers love, still included 

M&S has announced the roll-out of a new Sparks loyalty programme for all its members as it transforms with personalisation, tangible rewards and more ways than ever for customers to save and spend on the things they love at M&S.   

At the heart of the transformation is the brand-new digital Sparks wallet where customers earn real money rewards to spend across any part of M&S – from Food and Fashion to Home and Beauty. They can spend their rewards on what they want at any time, whether saving up for Christmas, using towards the weekly shop or just treating themselves, the new Sparks puts customers in control of how they spend the money in their digital Sparks wallet and enjoy even more value at M&S. 

Always-on ways to earn money rewards   

The new Sparks programme rewards customers for how they actually shop with personalised offers and ways to earn rewards straight into their digital Sparks wallet, including:  

Spend & earn: Customers can earn their rewards when they spend across the categories they love.

For example: 

  • Earn £10 into your digital Sparks wallet when you spend £50 on Fashion, Home & Beauty
  • Earn £6 into your digital Sparks wallet when you spend £30 on nightwear
  • Earn £5 into your digital Sparks wallet when you spend £35 in the Foodhall
  • Earn £1 into your digital Sparks wallet when you spend £10 on fresh fruit

Buy & bundle: Pick up selected items together and get a reward for doing so.  For example: Earn £5 into your digital Sparks Wallet when you buy a bra and knickers  

Try something new: Customers will be rewarded for discovering a part of M&S they don’t usually shop.  For example: Earn £6 into your digital Sparks Wallet when you spend £30 on bedding 

A new personalised Sparks hub

A brand-new Sparks hub on the M&S app brings together offers that feel genuinely personalised for customers – based on what the preferences they’ve shared (like dietary choices), and what they have shopped before. It means every time they open the M&S app, customers will see offers and ways to earn rewards that are relevant to them. 

Partner Rewards – launching with Virgin 

M&S is also announcing the first ever Sparks partner – joining forces with Virgin Red, Virgin’s rewards club, giving customers another way to boost their Sparks wallet. Whether booking a holiday, hotel or experience day, members can now grow their rewards across both brands – making their money go even further on the things they enjoy. 

For example: 

  • Earn up to £130 reward into your digital Sparks wallet when you book a Virgin Atlantic Holiday. 
  • Earn an £80 reward into your digital Sparks wallet when you switch to Virgin Media. 
  • Earn an £8 reward into your digital Sparks wallet for every £100 spent at Virgin Voyages. 
  • Earn a £4 reward into your digital Sparks wallet on every £20 spent on Virgin Experience Days. 

The partnership will see customers accessing more exciting benefits across both Sparks and Virgin Red over time. 

All Virgin offers are available to Sparks members with a Virgin Red account. It’s free to sign-up to Virgin Red and you can connect your account when you visit Sparks in your M&S app. 

The Sparks perks customers love aren’t going anywhere  

While Sparks is transforming, M&S has listened to customers and kept the perks they love, including: 

  • Free Birthday Treats: in one year since it launched, M&S has given out more than 1m Birthday Treats  
  • Coffee Stamps: buy six hot drinks and the seventh is free 
  • The parent hood: the fastest growing baby club with 350k members 
  • Charity donations: with customers choosing from 37 charities to support and M&S giving 1p per Sparks transaction – £20m donated to charities to date 
  • Preferential rates on your Travel Money: across 50+ currencies both online and instore, plus exclusive discounts for Sparks members on insurance policies with M&S Pet and Travel Insurance 

Bigger, better rewards for M&S Credit Card customers 

Our M&S Credit Card customers will also be able to “supercharge” their Sparks rewards by connecting their M&S Credit Card to Sparks. Existing credit card customers just need to sign-up for Digital Rewards via M&S.com  For new M&S Credit Card customers, when they apply for their credit card directly, either on the M&S app or M&S.com, their credit card will automatically connect with Sparks.  As part of the credit card application process, they just need to sign-in to their existing Sparks or sign up.

From today, M&S Credit Card customers who have signed up for Digital Rewards and are connected to Sparks will receive even more perks.  These include exclusive offers that give them even more chances to earn rewards on their shopping, an annual discount in Fashion, Home and Beauty to celebrate their credit card anniversary, and a choice of our top Sparks birthday treats each year.

Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S said: “We are so excited to finally unveil the new Sparks – it’s a complete step change in how we reward our customers. We’ve built this around exactly what they told us they want: simple, personalised offers and real money rewards that drop straight into their very own digital Sparks Wallet to spend at M&S however, whenever and on whatever they choose. 

Sparks now puts our customers totally in control, rewarding them for buying the products they already love and giving them the opportunity to try new things and get rewarded for it. What’s not to love! And while we’re transforming Sparks from the ground up, we’ve kept the much-loved treats customers told us matter to them – from free Birthday Treats and Coffee Stamps to our baby club and our longstanding charity donations – but more personal, more flexible and more rewarding than ever before. And this is just the start; there is so much more to come.” 

Commenting from Virgin Group, Andrea Burchett, Chief Loyalty Officer, added: “At Virgin, we believe loyalty should make the everyday feel extraordinary. That’s why we’re partnering with M&S to make history as its first ever Sparks partner. It’s a landmark moment for both brands, opening up new ways for customers to be rewarded across both programmes. Whether it’s jetting off, heading out or trying something new, those moments now go further, giving your Sparks wallet a welcome cash boost each time.”

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