British retailer Marks and Spencer has taken a fresh look at loyalty with the introducion of its new members club, 'Sparks’, which is set to launch next week.
Patrick Bousquet-Chavanne, Executive Director at M&S commented on the new initiative. “Customers tell us they want to ‘be part of something special’ and that’s exactly why Sparks is a club," he said.
"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.”
M&S designed its new members club in collaboration with over 600 customers and during its three month live trial phase, the retailer recruited over 100,000 members to road test the concept.
To kick-start the launch, the retailer is is running a '14 Days of Sparks’ campaign in store and online between 22 October and 4 November where members will be entered in a free prize draw. New benefits include priority access, giving members a first preview of new season ranges and new welcome offers.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney. To subscribe to ESM: The European Supermarket Magazine, click here.
