Marks & Spencer has announced a new partnership with data science company Starcount in efforts to gain a better understanding of its customer base as part of turnaround efforts.

The partnership will utilise customer data from M&S’s loyalty scheme Sparks, which currently boasts over six million members.

Last month, the retailer restructured its marketing team by placing Rob Weston as marketing director of brand and consumer.

Meanwhile, Nathan Ansell became its new clothing and home marketing director, and former Tesco marketing director Sharry Cramond was appointed as head of food and hospitality marketing amid the reshuffle.

“I am really looking forward to working with Starcount in my new role,” Weston said.

“Sparks plays a huge part in helping with our transformation and having the best partners will enable us to focus on achieving a seamless experience for our customers.”

Starcount’s chief executive Edwina Dunn added: “We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs.

“Starcount’s expertise is the science of purchase and intent, understanding the ‘why’ behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience.”

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