Marks & Spencer (M&S) has launched a redesigned version of its Sparks loyalty programme, introducing a digital wallet and expanding its use of AI to deliver personalised rewards across its retail channels.

The retailer said the revamped programme replaces its points-based scheme with cash-style rewards, allowing customers to earn money directly into a digital Sparks wallet and spend it across food, fashion, home and beauty categories.

Customers can earn monetary rewards through personalised offers, bundled purchases and incentives designed to encourage category discovery. M&S said shoppers will gain flexibility to use rewards whenever they choose, whether offsetting grocery spending or saving for seasonal purchases.

The transformation forms part of Marks & Spencer’s wider digital strategy.
M&S also said it will use machine learning to tailor offers based on customer behaviour, preferences and shopping history. It intends to use advanced AI models to drive further personalisation in the near future.

The company has also introduced a redesigned Sparks hub within its mobile app. The hub aggregates personalised offers and reward opportunities, updating automatically as customers interact with the brand. Marks & Spencer said the experience improves as customers engage more frequently with Sparks.

In addition to AI-led personalisation, the retailer has expanded its partnerships. This includes a collaboration with Virgin Red, which enables customers to earn Sparks rewards through activities such as holidays, media subscriptions and experience bookings.

The retailer confirmed that existing Sparks perks will remain, including birthday treats, coffee stamps, charity donations and exclusive travel money rates. M&S said it has also introduced enhanced rewards for customers linking their M&S credit card to the programme, offering additional offers and anniversary benefits.

M&S said it developed the new Sparks experience using customer feedback and responses from internal beta testing with colleagues. The launch represents the first phase of the programme, with additional features expected as the retailer continues to expand its AI-driven personalisation capabilities.

M&S chief executive Stuart Machin said that the new scheme is built around a much more personalised experience with no “tricksy” pricing.

“A stronger Sparks is another step forward on our journey as we invest for future growth” he added. “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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