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Thursday 15th October, saw M&S take ‘Sparks’ nationwide with the launch of their brand-new loyalty card.

The high-street retailer entered the loyalty card wars with this release, but there’s something a little different about the way Marks & Spencer are doing loyalty.

Rather than giving shoppers discount vouchers to spend or points to trade in against products, the new M&S card instead unlocks a series of “benefits”. All of which are designed to keep their customers coming back for more.

Shoppers taking part in the scheme will earn ten “sparks” for every £1 they spend in store, plus a bonus 10 simply for shopping with them. Want to boost your points even more? There are 25 on offer for leaving an online review and 50 if you donate an old item of clothing when you buy something new.

Isn’t this a great way to get your customers to interact with your products and services?

But that’s not the most interesting thing you need to know about this new loyalty scheme.

It’s those “benefits” I mentioned earlier that will really pique your interest.

When you register your card online, M&S will ask questions about your interests and hobbies from fashion and music to sport and cooking. They will then use this information to send you personalised “benefits” based. Interesting right?

You can read more about this new card here:

This story got me thinking about the ways I – and you also – can take inspiration from the bright sparks and M&S to enhance your customer experience.

Are you doing all you can to make buying from you personal?

And do you know your customers well enough to give them offers they actually want?

We all like to think we the answer to both of these questions is “yes, of course!”…but is it?

This week, I’m going to take some time to find out more about my customers – you included! – so I can make sure what we do for you, meets your wants and needs. Perhaps you could do the same in your business?

You might be amazed at what you discover…

Speak to you soon!