M&S Unveils Major Overhaul of Sparks Loyalty Scheme with Cash Rewards
Marks & Spencer has announced a significant transformation of its Sparks loyalty program, introducing new cash incentives for shoppers and a strategic partnership with Virgin Red. This revamp aims to enhance customer benefits across fashion, home, beauty, and food categories.
New Cash Rewards Structure for Shoppers
The updated Sparks scheme provides tangible financial rewards based on spending thresholds. Customers can now earn £10 when spending £50 on fashion, home, and beauty products. For nightwear purchases, spending £30 yields £6 in rewards. In the foodhall, a £35 spend secures £5, while buying £10 of fresh fruit grants £10 back.
Partnership with Virgin Red for Expanded Benefits
M&S has teamed up with Virgin Red, Virgin's reward club, to offer additional perks. Members booking a Virgin Atlantic Holiday can earn up to £130 in rewards, deposited directly into their M&S wallet. Furthermore, switching to Virgin Media comes with an £80 reward, broadening the scheme's value beyond traditional retail.
Discontinuation of Delivery Pass Service
Concurrently, M&S confirmed the end of its Delivery Pass service, previously included in Sparks. This trial subscription, which offered unlimited next-day delivery for an annual fee of approximately £25, will no longer be available to new customers from March 2026. Existing customers will not be able to renew their passes upon expiration.
M&S stated, "Some customers have access to free deliveries when shopping online, but we will no longer offer Delivery Pass to new customers." The retailer explained on social media that it is "constantly reviewing our perks and benefits" and that the Delivery Pass is "currently off sale and not able to be renewed while we review the proposition."
Executive Commentary on the Changes
Sharry Cramond, Marketing Director of Fashion, Home & Beauty and Loyalty at M&S, expressed enthusiasm about the update: "We are so excited to finally unveil the new Sparks – it's a complete step change in how we reward our customers." This move reflects M&S's ongoing efforts to adapt its loyalty offerings in response to consumer preferences and market trends.
The changes apply to M&S branches nationwide, including locations in Solihull and Birmingham, marking a pivotal shift in the retailer's approach to customer engagement and retention.
