M&S trials exclusive offers for loyalty club members

sparks 2Marks & Spencer has become the latest retailer to wake up to the fact that Tesco might well be onto something by giving exclusive discounts to loyal shoppers, by trialling “Sparks Prices” across 50 stores in South Wales, the North East and West Midlands.

While Tesco Clubcard Prices was first launched in 2019, offering hundreds of discounts online and instore, the M&S trial is limited, only being available on select Dine In meals and certain bottles of Prosecco, and only offering savings of £2. However, M&S did reveal last week it was extending its “price lock” promise on 150 products through to the autumn.

M&S Food managing director Alex Freudmann said: “We know value is everything to our customers right now, and while they’re looking forward to a great summer, they’re also looking for certainty on spending.

“We’re determined to keep up the pace for our customers. Our value perception is at its highest point in six years because we are relentlessly focused on price with no compromise to the magic of M&S Food – our market leading product quality, innovation and sourcing standards.”

The retailer has placed greater emphasis on building and maintaining the membership of the Sparks loyalty scheme and driving traffic to the M&S app since shaking up its senior team earlier this year.

In February, M&S launched a pilot premium paid-for tier for its Sparks scheme, which it claimed offered a “VIP experience” and included unlimited delivery, monthly vouchers and free hot drinks.

The subscription service, dubbed Sparks Plus, was initially only offered to a select number of members and required an upfront fee of £120 for 12 months but with perks worth over £200 on top of existing Sparks benefits.

In the UK, the retailer claims the programme has more than doubled its base to 16 million-plus members since it was relaunched in 2020.

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