M&S Overhauls Sparks with Digital Cash Rewards Wallet

Marks and Spencer has overhauled its Sparks loyalty program, introducing a digital wallet that allows customers to earn and redeem real money rewards directly on purchases across its stores and online platforms. The changes, announced this week, aim to provide simpler, more personalized financial incentives in response to customer feedback.

Under the updated scheme, Sparks members can accumulate cash into their digital wallet by meeting spending thresholds in various categories. For instance, customers earn 10 pounds for spending 50 pounds on fashion, home, or beauty items, or 6 pounds for 30 pounds on nightwear. Food hall purchases qualify for 5 pounds back on 35 pounds spent, while 10 pounds on fresh fruit yields 1 pound in rewards. The program also incentivizes bundled buys, such as 5 pounds for purchasing a bra and knickers together, and encourages exploration of new departments, like 6 pounds for 30 pounds on bedding. Offers refresh weekly and are tailored to individual shopping habits through the M&S app, powered by advanced AI and data analytics for greater personalization.

The retailer has partnered with Virgin Red, its first external collaboration, enabling members to...