Marks & Spencer is revamping its Sparks loyalty scheme once again as part of a £200m tech upgrade, designed to shift towards an AI-powered, digital-first approach focused on personalised offers, partner rewards, and weekly offers.
The investment, which was first revealed by chairman Archie Norman last year, will see the new system use AI and data to deliver tailored money-off rewards rewards, such as “buying a bundle” or exploring new departments, with rewards dropping into the M&S app every Tuesday.
At the heart of this move is a new digital Sparks wallet where customers earn money rewards to spend across any part of M&S, from food and fashion to home and beauty.
M&S has also teamed up with Virgin Red for the first time, allowing customers to earn points on Virgin Atlantic holidays, voyages, or experiences.
However, while some features like free birthday treats, coffee stamps, and charitable donations remain, the retailer is phasing out the £25 Delivery Pass, which provided free, unlimited next-day delivery on clothing, beauty, and homeware.
M&S is currently executing a major “digital first” transformation strategy, which was significantly accelerated following its cyberattack in early 2025.
The company’s goal is to reshape itself into an agile, data-driven retailer where digital capabilities are at the heart of both customer experience and internal operations.
Chief executive 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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