Marks and Spencer to Overhaul Sparks Loyalty Program

Marks and Spencer, the British retailer, is preparing to overhaul its Sparks loyalty program, which offers customers personalized rewards and perks including a free birthday treat, as the company trials new features to enhance personalization and value.

The Sparks scheme, launched several years ago, differs from traditional points-based loyalty programs by providing immediate, tailored benefits rather than accumulated credits. Customers who join receive a digital card through the Marks and Spencer app or website, which they can scan during in-store or online purchases to track preferences and unlock offers. Perks include personalized discounts based on shopping habits, exclusive promotions and early access to sales, surprise freebies throughout the year, opportunities to win entire shopping baskets for free, and in-store rewards such as free hot drinks after collecting stamps.

A standout feature is the birthday treat, available to all members who add their birthdate to their profile. At the beginning of the birthday month, participants receive a complimentary item from the food hall, such as cookies, chocolate mini rolls, or healthier alternatives like grapes. Eligibility...