Marks & Spencer has hired the former boss of Tesco’s Clubcard loyalty scheme as part of its ‘digital-first’ strategy.

Danielle Papagapiou, who spent 15 years at Tesco - leading Clubcard from February 2015 to November 2016 - left her most recent role as customer director at Vision Express in May.

In the newly-created head of loyalty role, she will lead the development of the Sparks loyalty scheme, using customer data to enhance communication and build more personalised relationships.

Papagapiou will report directly to M&S’ chief digital and data director Jeremy Pee, who commented: “These changes will enable our Digital & Data function to become a centre of excellence, help our business grow and unlock the power of data, so we make better customer decisions and deliver a seamless experience for our customers.

“This is at the heart of our strategy to become a ‘digital first’ retailer and is critical if we are going to win in the retail market today – and in the future.”

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