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Marks and Spencer has officially launched a digital Sparks wallet as part of a strategy to move away from point-based loyalty systems.
News of the changes to M&S’ Sparks programme follow feedback from thousands of customers and a beta test involving staff. Under the new system, shoppers earn cash rewards to spend across food, fashion, home, and beauty departments.
The updated programme uses machine learning and data to provide personalised offers based on shopping habits. The company plans to introduce advanced generative AI models to further customise rewards as customers continue to use the service.
The platform will allow users to save rewards for future purchases or apply them to weekly shopping. The company said digital transformation is its primary focus as it seeks to drive growth through technology.
Stuart Machin, chief executive of Marks and Spencer, said: “Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.
“A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience.”
