New Sparks Loyalty Programme
Marks & Spencer has introduced a major overhaul of its Sparks loyalty programme, aiming to provide a more rewarding and personalized experience for its customers. The new Sparks initiative allows shoppers to earn “real money rewards” that can be used across all M&S departments, including food, clothing, beauty, and homeware.
The rewards are tailored to individual shopping habits, meaning that not every customer will receive the same offers. For example, one shopper might earn £10 in their digital Sparks wallet after spending £50 on fashion, home, and beauty items, while another could get £6 for spending £30 on nightwear. A £35 spend in the food hall might result in a different reward for another customer. Additionally, a shopper who buys £10 worth of fresh fruit could receive £1 in their Sparks wallet.
Buy & Bundle Offers
In addition to the new rewards system, M&S is launching a “Buy & bundle” plan. This feature allows customers to purchase selected items together and receive a reward for doing so. For instance, buying a bra and knickers could earn a shopper £5 in their Sparks wallet. The retailer also encourages customers to explore parts of M&S they don’t usually shop at, such as bedding, which could earn them £6 in their wallet for a £30 spend.
The Sparks wallet enables customers to use their rewards “on what they want at any time,” whether it’s saving up for Christmas, getting discounts on weekly shopping, or treating themselves. However, access to the website or app is required to benefit from these perks, raising questions about how customers without online access will fare.
Sparks and Virgin Red Partnership
Customers who are members of both Virgin Red and Sparks will now earn rewards into their Sparks wallet when booking with Virgin through Sparks. For example, a shopper could receive up to £130 in their Sparks wallet when booking a Virgin Atlantic holiday or £80 for switching to Virgin Media. Two Virgin offers will be available at any given time, with at least one being travel-related. These offers will change every three months and be personalized to each individual.
Virgin Points can also be converted into M&S treats, such as Percy Pigs using 100 points or pizzas. Members will also enjoy exclusive savings on M&S ‘travel essentials’ when linking their accounts.
While some existing Sparks features like free birthday treats, coffee stamps, and charitable donations will remain, the £25 Delivery Pass, which offered free, unlimited next-day delivery on clothing, beauty, and homeware, will be phased out.
Personalized Experience
M&S emphasized that the new Sparks hub on its app brings together offers based on customer preferences and past shopping behavior. This means that every time a customer opens the app, they will see relevant offers and ways to earn rewards.
M&S Credit Card Integration
M&S credit card holders can now “supercharge” their Sparks rewards by connecting their credit card to Sparks. Existing customers can sign up for Digital Rewards via M&S.com, while new applicants will automatically connect their credit card during the application process.
Credit card holders who have signed up for digital rewards and are connected to Sparks will receive additional perks, including exclusive offers, an annual discount on fashion, home, and beauty items, and a choice of Sparks birthday treats each year.
Customer Feedback and Digital Transformation
The changes to the Sparks scheme were influenced by feedback from thousands of M&S shoppers, who expressed frustration with traditional loyalty schemes that relied on points and “tricksy pricing.” Research indicated that customers prefer loyalty programmes that offer personalization and real money rewards.
Stuart Machin, M&S’s chief executive, stated: “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.”
Industry Comparison
Loyalty schemes are popular among British shoppers, with millions enrolled in various programmes. From Nectar to Clubcard and MyWaitrose, many retailers offer similar options. For example, Sainsbury’s Nectar cardholders can get lower prices on selected products and convert points to cash. Boots Advantage Card holders earn three points for every £1 spent, while Tesco Clubcard members collect points that can be turned into vouchers for days out or travel.
M&S’s transformation is part of a broader “digital first” strategy, accelerated by its cyber-attack in early 2025. The company aims to become an agile, data-driven retailer with digital capabilities at the core of its operations. As Machin noted, “A stronger Sparks is another step forward on our journey as we invest for future growth.”
