Marks & Spencer mulls over new shopper loyalty card

http://www.theguardian.com/business/2015/jun/09/marks-spencer-mulls-over-new-shopper-loyalty-scheme

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Marks & Spencer is considering launching a loyalty scheme this autumn which would reward shoppers with personalised offers and benefits, rather than points.

The card-based scheme – potentially called Sparks according to Reuters – is being tested with a small number of shoppers and is likely to be trialled further before any launch.

The retailer already operates a points-based loyalty scheme for customers who have signed up to M&S Bank credit or debt cards. That scheme offers a point for every pound spent in a similar way to reward cards operated by Tesco or Sainsbury’s.

The new scheme, which sources said was in the early stages of development, could be based around more personal treats. It would be a move on from M&S’s Christmas campaign where it provided one-off gifts and surprises to people identified by customers on social media.

The new loyalty card concept would appear to be closer to the highly successful MyWaitrose card operated by the upmarket grocer. Waitrose has credited the scheme, which offers free coffee and newspapers to members, for attracting thousands more shoppers to stores.

M&S said it would not comment on the rumour, but at the full year results in May, chief executive Marc Bolland said greater personalisation and “being more in-touch with our customers” were priorities for the year ahead.

He wants to capitalise on M&S’ greater knowledge of customers since it took over the running of its website from Amazon last year.