M&S launches new premium loyalty card with enviable perks - but it comes at an exorbitant upfront cost
Marks and Spencer is launching a trial for its premium loyalty card
James Manning
M&S has launched a new premium loyalty card trial with benefits including unlimited next day delivery and a monthly £10 voucher – but at a pricey up front cost.
Members of the new Sparks Plus scheme can take advantage of a free coffee each month from any M&S cafe and tailored offers via the app every week.
The trial is being rolled out to existing Sparks customers before data is analysed ahead of a full-scale launch.
The premium loyalty card is being trialled by existing Sparks customers
James Manning
Those wishing to sign up for the card will have to pay £120 in up front fees.
Experts say the move would guarantee M&S upfront cash from regular shoppers.
Around 77,000 winners are drawn each year from 16 million Sparks members.
Sparks customers have the chance to win their shopping for free every week across all 1,487 stores.
Other perks include donations to a charity of choice every shop, and free M&S food magazines, which usually cost £2.
As households struggle to pay bills in the cost of living crisis, Achille Traore, chief executive of customer retention firm White Label Loyalty, says the timing of the trial may seem off, but it makes sense from a business perspective.
He says: “It's an interesting step to launch an expensive subscription in the current climate.
“But M&S has a loyal customer base, and it's those people it's looking to appeal to.
“It's clever because this way M&S secures investment up front while also capturing new customer data.”
Tesco launched their premium loyalty card in November 2019
Nicholas.T.Ansell
The latest trial comes after M&S rolled out its instant credit account, Sparks Pay, last October.
The account allows Sparks customers to borrow up to £500 to spend online or via the app, with 45 days interest-free.
M&S follows Tesco with its premium loyalty cards which launched in November 2019.
For £7.99 a month, perks include 10 per cent off two shops of up to £200 a month and 10 per cent off Tesco brands, such as its F&F.
You may like
