M&S launches loyalty programme internationally

By

Nigel TAYLOR

Published
Oct 28, 2022

Marks & Spencer has rolled out its ‘Sparks’ loyalty scheme globally. This takes in launching across India and 25 targeted online markets including the US and Australia, "introducing the scheme to millions of M&S customers worldwide".

M&S said it has custom-built its international online Sparks platform to be scalable across multiple different markets, “offering a fast and rewarding experience, as well as enabling M&S to better understand its growing international customer base”. 

Every international customer signed up will experience the core central Sparks offer, with a personalised programme of offers and rewards, it added.  

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As in the UK and Republic of Ireland, it said Sparks will continue to be driven as a digital-first experience, with customers able to purchase and be rewarded through the scheme across a selection of international flagship websites, as well as on the M&S app in India. Customers shopping in M&S’s 94 stores across India will also have the chance to instantly win their shopping for free.

Katie Bickerstaffe, co-chief executive said: “Over the last 18 months we’ve got on with job of building and expanding the global reach of M&S. But to become a truly global brand we need to make shopping at M&S rewarding no matter where you shop. 

“The reset of Sparks in the UK in 2020 delivered a step-change, and we’re now taking those lessons into international markets, so that we can better understand and serve our global customer base.”