Marks & Spencer has introduced changes to its Sparks loyalty program, offering customers cash discounts through a new digital Sparks wallet on the M&S app. By making purchases in various product categories, shoppers can accumulate cash rewards in their Sparks wallet, with weekly offers tailored to their shopping habits.

Examples of perks include earning £10 in the Sparks wallet for spending £50 on fashion, home, and beauty items, or receiving £6 back for purchasing £30 worth of nightwear. Other incentives include getting £5 credited to the wallet when spending £35 on food, or £1 for buying £10 of fresh fruit.

Additionally, customers will receive rewards for buying specific items together, such as receiving £5 back when purchasing a bra and knickers. Moreover, Sparks members can earn cash back by exploring departments they don’t typically shop in.

In collaboration with Virgin Red, Marks & Spencer has launched a partnership to enhance the benefits of the Sparks program. Customers can earn rewards like £130 in their wallet by booking a Virgin Atlantic Holiday or £80 back when switching to Virgin Media. To access these rewards, customers need to link their Virgin Red account with their Sparks membership via the M&S app.

Despite the changes, Marks & Spencer will retain some existing Sparks perks based on customer feedback. These include free birthday treats, coffee stamps for a complimentary drink after six purchases, exclusive currency rates, and discounts on insurance policies.

Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at Marks & Spencer, expressed enthusiasm about the revamped Sparks program, emphasizing its focus on personalized offers and direct cash rewards for customers to use at their convenience. She highlighted the program’s flexibility and the continued provision of beloved perks, emphasizing ongoing improvements to come.