- Transformed Sparks delivers a more rewarding, personalised experience giving M&S customers what they asked for – pounds, not points
- Brand new digital Sparks wallet gives customers the power to spend their rewards on what they want, when they want
- Transformed use of data and AI to deliver a more personalised experience for customers
- Built from customer and colleague insight, new Sparks is a key growth lever driving M&S strategy
Marks & Spencer has launched the new and transformed Sparks loyalty programme, a key strategic milestone as M&S reshapes for growth.
Insights from thousands of M&S customers show they are clear about what they want from M&S with “Make Sparks better” one of the leading pieces of feedback. This new launch directly answers that call and delivers a more rewarding, personalised experience giving customers exactly what they want from a loyalty programme: personalisation and pounds, not points and tricksy pricing.
At the heart of the transformation is the brand new digital Sparks wallet where customers earn real money rewards to spend across any part of M&S – from Food and Fashion to Home and Beauty. They can spend their rewards on what they want at any time; whether saving up for Christmas, money off the weekly shop or treating themselves.
New Sparks will be powered by a step change in the use of AI and data as M&S accelerates its digital transformation – a key strategic focus as M&S reshapes for growth.
For the first time, M&S will use a suite of transformed AI and data capabilities to power Sparks including machine learning, and advanced generative AI models coming soon after, that will deliver even more personalised offers and rewards. And the more customers shop with Sparks, the better and more personalised the experience. As a result, customers will receive a more timely, bespoke and seamless experience with the ability to maintain greater control over how Sparks works for them.
Colleagues have also played a vital role helping shape and refine the new Sparks experience with every M&S colleague given the opportunity to take part in a Beta test for several weeks ahead of the launch. Today’s launch is just the first stage of new Sparks with much more to come for customers in the future.
M&S CEO Stuart Machin said: “Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.
“A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience.”
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Further detail on New Sparks and how it works
Always-on ways to earn money rewards
The new Sparks programme rewards customers for how they actually shop with personalised offers and ways to earn rewards straight into their Sparks wallet, including:
- Spend & earn: Customers can earn their rewards when they spend across the categories they love.
- For example:
- Earn £10 into your digital Sparks wallet when you spend £50 on Fashion, Home & Beauty
- Earn £6 into your digital Sparks wallet when you spend £30 on nightwear
- Earn £5 into your digital Sparks wallet when you spend £35 in the Foodhall
- Earn £1 into your digital Sparks wallet when you spend £10 on fresh fruit
- Buy & bundle: Pick up selected items together and get a reward for doing so. For example: buy a bra and knickers and earn £5 into your digital Sparks Wallet.
- Try something new: Customers will be rewarded for discovering a part of M&S they don’t usually shop. For example: spend £30 on bedding and earn £6 into your digital Sparks Wallet.
A new personalised Sparks hub
A brand-new Sparks hub on the M&S app brings together offers that feel genuinely personalised – based on what preferences they’ve shared (like dietary choices) and what they have shopped before. It means every time they open the M&S app, customers will see offers and ways to earn rewards that are relevant to them.
Partner Rewards – launching with Virgin
M&S is also announcing the first ever Sparks partner – joining forces with Virgin Red, Virgin’s Rewards Club, giving customers another way to boost their Sparks wallet. Whether booking a holiday, hotel or experience day, members can now grow their rewards across both brands – making their money go even further on the things they enjoy.
- For example:
- Earn up to £130 reward into your digital Sparks wallet when you book a Virgin Atlantic Holiday.
- Earn an £80 reward into your digital Sparks wallet when you switch to Virgin Media. Earn an £8 reward into your digital Sparks wallet for every £100 spent at Virgin Voyages.
- Earn a £4 reward into your digital Sparks wallet on every £20 spent on Virgin Experience Days.
The partnership will see customers accessing more exciting benefits across both Sparks and Virgin Red over time.
The Sparks perks customers love aren’t going anywhere
While Sparks is transforming, M&S has listened to customers and kept the perks they love, including:
- Free Birthday Treats: in one year since it launched, M&S has given out more than one million Birthday Treats
- Coffee Stamps: buy six hot drinks and the seventh is free
- The parent hood: the fastest growing baby club with over 350k members
- Charity donations: with customers choosing from 37 charities to support and M&S giving 1p per Sparks transaction – £20m donated to charities to date
- Preferential rates on your Travel Money: across 50+ currencies both online and instore, plus exclusive discounts for Sparks members on insurance policies with M&S Pet and
- Travel Insurance
Bigger, better rewards for M&S Credit Card customers
Our M&S Credit Card customers will also be able to “supercharge” their Sparks rewards by connecting their M&S Credit Card to Sparks. Existing credit card customers just need to sign-up for Digital Rewards via M&S.com. For new M&S Credit Card customers, when they apply for their credit card directly, either on the M&S app or M&S.com, they will connect their credit card to Sparks automatically. As part of the credit card application process, they just need to sign-in to their existing Sparks or sign up.
From today, M&S Credit Card customers who have signed up for Digital Rewards and are connected to Sparks will receive even more perks. These include exclusive offers that give them even more chances to earn rewards on their shopping, an annual discount in Fashion, Home and Beauty to celebrate their credit card anniversary, and a choice of our top Sparks birthday treats each year.
For further information, please contact:
M&S Corporate Press Office: +44 (0)20 8718 1919
[email protected]
15 Apr 2026
2026
Digital & Data
Corporate
