Marks & Spencer has introduced another significant update to its Sparks loyalty scheme, just a week after its previous enhancement. The retail giant, with stores across Birmingham, Solihull, and beyond, is now offering exclusive prize draws to all Sparks members, further enriching the customer experience.
This latest update includes prize draws featuring a grand prize of one million Virgin Points. The revamped Sparks programme focuses on rewarding customers based on their shopping habits through personalised offers and direct rewards added to their Sparks wallet.
Other prizes available to Sparks members include tickets to the F1 Grand Prix, school uniform giveaways, and £500 food vouchers. Participating is straightforward—members simply log into the Sparks app and access the prize draw section.
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This development follows M&S’s announcement that the enhanced Sparks programme leverages advanced AI and data analytics as part of the company’s digital transformation strategy, aiming to deepen customer engagement and drive growth.
M&S CEO Stuart Machin stated, “Customers told us they want Sparks to be simple, rewarding, and personalised, and we listened. The new Sparks is designed to provide a more tailored experience, transparent pricing, and real monetary rewards to thank our customers for shopping with us. This stronger Sparks programme marks a significant step forward in our growth journey. With AI and data at its core, it brings us closer to our customers and enhances the overall M&S experience.”
Sharry Cramond, Marketing Director for Fashion, Home, Beauty, and Loyalty, added, “Although the new Sparks launched less than a week ago, we are already making it even more rewarding. Starting Monday, every Sparks customer can enter new prize draws, beginning with an incredible holiday or experience prize in partnership with Virgin. And that’s just the beginning—there are fantastic monthly prizes to come. We’re committed to making Sparks the most rewarding loyalty programme in the UK.”