Sparks designed to be something different
Marks & Spencer to launch first ever ‘members’ club’ loyalty card
Marks & Spencer is launching its first loyalty card and it is designed to be more than a simple points and discounts rewards scheme.
Its new Sparks card will launch later this month after being trialled by shop staff who are said to have responded positively.
Sparks will offer the usual points and discounts, but M&S wants shoppers to see it as a sort of “members club” scheme linked to offers such as in-store fashion shows or cookery demonstrations.
Shoppers will be rewarded with visits to stores and even for posting comments on its website.
Points will also be given to consumers who leave unwanted clothes under its Schwop scheme, which was launched by actress Joanna Lumley.
M&S director Patrick Bousquet-Chavanne said: “We wanted a fresh look at loyalty and this members club is ground breaking. Customers tell us they want to ‘be part of something special’.”
As a member, shoppers will get priority access and invitations to exclusive events. Members can sign up online, through the mail or in store.
M&S will see the card – regarded by many as long overdue – as another means to revive flagging sales of fashionwear.
Bousquet-Chavanne said: “This is about rewarding loyal customers who come in to buy their lunch every day rather than the customers who might come in once a year to spend a large amount buying a sofa.”
Customers will earn 10 sparks for every £1 spent, and each time they submit a product review online they will get 25 sparks, and 50 sparks when they Shwop.
After earning 3,000 sparks members will earn priority access to new season ranges. There will even be offers to go a trip to M&S’s South African vineyard.