M&S makes huge changes to Sparks card loyalty scheme as customers can now earn 'real money rewards'

Marks & Spencer has announced a radical transformation of its Sparks loyalty programme. The high-street stalwart has announced that Sparks shoppers will be able to earn 'real money rewards' to spend across any part of M&S, including its food, clothing, beauty and homeware lines. M&S shoppers will earn £10 when they spend £50 on fashion, home and beauty, with the cash going into a new digital Sparks wallet.

Shoppers will earn £6 in their wallet if they spend £30 on nightwear, while a £35 food hall spend will earn shoppers £5. M&S shoppers with a loyalty card who spend £10 on fresh fruit will get £1 in their digital Sparks wallet to spend. The retailer is also launching a 'Buy & bundle' plan which will give shoppers the chance to pick up selected items together and get a reward for doing so.

For example, a shopper could buy a bra and knickers and earn £5 in their digital Sparks wallet. Customers will be rewarded for 'discovering a part of M&S they don’t usually shop' according to the retailer. For example, if a shopper spends £30 on bedding, they will earn £6 into their digital Sparks wallet to spend.

The retailer said the wallet would mean shoppers could spend their rewards 'on what they want at any time; whether saving up for Christmas, money off the weekly shop or treating themselves.' Shoppers will need access to the retailer's website or app to be able to get the new perks, leaving a question about how shoppers who struggle to use or do not have access to online options will fare.

Sparks customers can earn Virgin holiday points M&S has also teamed up with Virgin Red for the first time, allowing customers to earn points on Virgin Atlantic holidays, voyages or experiences. Shoppers will, for example, earn up to £130 in rewards in their digital Sparks wallet if they book a Virgin Atlantic Holiday.

While some existing Sparks features like free birthday treats, coffee stamps, and charitable donations will remain, the retailer is phasing out the £25 Delivery Pass, which provided free, unlimited next-day delivery on clothing, beauty, and homeware. The retailer said: 'A brand-new Sparks hub on the M&S app brings together offers that feel genuinely personalised - based on what preferences they’ve shared (like dietary choices) and what they have shopped before.

'It means every time they open the M&S app, customers will see offers and ways to earn rewards that are relevant to them.' What about M&S credit card customers? M&S said its credit card holders would be able to 'supercharge' their Sparks rewards by connecting their M&S credit card to Sparks.

It said: 'Existing credit card customers just need to sign-up for Digital Rewards via M&S.com. 'For new M&S Credit Card customers, when they apply for their credit card directly, either on the M&S app or M&S.com, they will connect their credit card to Sparks automatically. As part of the credit card application process, they just need to sign-in to their existing Sparks or sign up.' From today, M&S Credit Card customers who have signed up for digital rewards and are connected to Sparks will receive more perks, the retailer said.

These include 'exclusive offers' that give M&S credit card holders more chances to earn rewards on their shopping, an annual discount in fashion, home and beauty to celebrate their credit card anniversary, and a choice of 'Sparks birthday treats' each year. Shoppers fed up of points and 'tricksy pricing', M&S says The overhaul of the Sparks scheme has emerged after feedback from 'thousands' of M&S shoppers, the chain said.

Its research suggested shoppers felt exasperated by loyalty schemes offering 'points and tricksy pricing'. M&S said its research found that shoppers favoured loyalty schemes offering 'personalisation and pounds.' Stuart Machin, M&S's chief executive, said: 'Customers told us they want Sparks to be simple, rewarding and personalised, and we listened.