M&S launch 'Sparks' loyalty card
Marks & Spencer are going to reward their regular customers with access to all manner of things, like money off vouchers, food masterclasses and trips to vineyards, under a new thing called the Sparks members club.
Seeing as a lot of the people who go to M&S look like they're prone to the golf club or the Masons, they'll be well up for a bit of exclusivity eh?
Apart from that, this is because M&S have done some research, and they found that people are sick to death of being swamped in vague discounts and generic deals. People want offers and rewards that are specific to them, and all that.
So now, 2 million "brand ambassadors" (or, if you prefer, people who have a credit card with M&S, or are a shareholder) will be asked if they'd like to apply for one of these cards from today. It'll then be launched nationwide on 22nd October, for all the riff raff to pile-in on.
This is different from the existing points-based loyalty scheme for M&S customers. With this new thing, you not only get points for shopping, but you can generate points for writing product reviews, or taking in unwanted clothes that will end up going to charity. With that, you'll also tell M&S about your hobbies and interests, when you sign up, so they can tailor the offers and treats to your tastes.
Patrick Bousquet-Chavanne, executive director of marketing at M&S, says: "Customers tell us they want to ‘be part of something special’ and that’s exactly why Sparks is a club. As a member, you are more than a customer and you’ll get the most from M&S – with tailor-made offers, priority access and invites to exclusive events. It’s a two-way relationship: members tell us what they enjoy, select their own tailored offers and are rewarded for sharing their views."