British retailer M&S has unveiled their refreshed loyalty scheme which gives customers a “more rewarding, personalised experience”.

M&S launched a campaign starring Rivals star Emily Atack to introduce the new experience to its customer base.

The retailer changed the scheme after thousands of customers asked them to make the Sparks card programme better. As part of the new reward scheme, consumers will be able to earn real money rewards to spend across any part of M&S. The offers will be fully personalised to each individual and refresh every Tuesday.

The brand also teamed up with Virgin Group to offer consumers more reward options.

The new scheme will be powered by AI and data.

To celebrate the launch, the retailer hosted a panel talk breaking down the new programme and its offerings.

The panel was made up of Jeanette Kwakye; co-host of the Martin Lewis money show, Sharry Cramond; M&S’s loyalty director and its marketing director of fashion, home and beauty, Andrea Burchett; chief loyalty director at Virgin Group, Rotimi Merriman-Johnson also known as the creator Mr Moneyjar, psychologist Dr Audrey Tang and Emily Atack.

Cramond explains that one of the first things the brand did when it was looking to revitalise its scheme was to speak to M&S customers. It also surveyed different schemes globally to see what it could learn.

The resulting scheme was then tested on M&S’s 65,000 employees. The scheme is personalised to each individual and learns from their spending habits. The model is constantly updating and if a consumer didn’t like one offer, it will offer something else next time.

According to Cramond, M&S want the new scheme to be as targeted and personalised as possible.

Merriman-Johnson says: “People look to trusted voices and creators and as creators and as organisations, loyalty is no longer automatic. It has to be, and that’s why I think it’s fantastic that we have this new rewards program where you’re being rewarded in pounds, you’re giving personalised offers, you’re being rewarded based on how you actually shop.”

He adds that if you are Virgin Red member or a M&S credit card customer you get additional perks such as preferential rates on travel money.

Virgin’s Andrea Burchett adds: “We’ve been led by the customer all the way along on this we did a database match. We have over a 50 per cent overlap between Virgin customers and M&S, so it was just such a natural fit for us to come together and really kind of with those like minded customers, how do we leverage our values? M&S, as you all know, is very much known for quality, value and service, and it really helps Virgin bring everyday relevance to our brand.

Burchett explains that under the new scheme M&S customers will be able top earn more Sparks rewards if they use a Virgin experience such as booking a Virgin Flight or switching to Virgin broadband.

One example she uses is that if a M&S customer books a Virgin Holiday they can get £130 back into their Sparks wallet. Another offer available is 5% back in your Sparks wallet on train tickets

Consumers with the Virgin Red app will be able to earn Virgin Points at M&S.

Burchett adds that customers don’t have to wait for the amount to be added to their wallet either, its automatic as soon as they purchase an applicable product the amount will land in their account.

She adds the as part of the partnership, shoppers will have the chance to win a million Virgin points which can be spent on things like a business class flight to New York or a stay in one of Virgin’s limited edition properties.

One of the things the company kept was the ability for customers to donate to charity when they scanned their card. The retailer also kept its baby club, free cake offer and its coffee stamp card.

Dr Tang says: “There is a phrase that’s used in psychology at the moment, especially now when everything seems a little bit gray, called glimmers. And glimmers are those moments in the day where just something lovely happens, the sun comes out, or someone opens the door for you, or someone smiles at you, those little glimmers are absolutely wonderful. And if you’re opening your app and you’re getting to me, it’s like a spark. It’s a similar kind of concept, a spark of something which is tailored to you, you’re remembered, you’re thought about.

“That’s beautiful because it goes a little bit deeper, and because one of the things I do as a coach, I tell people to look out for those glimmers that becomes one of the things that just makes you feel happy. ”

Atack adds that the new scheme makes consumers feel the retailer cares. The parenting club was one example she highlighted that she had trialled that made her feel as if the retailer had her back.

She says “And I think no matter how old you are, or, you know, we all like a little pat on the back. We all like to get rewards. We all like to feel validated. We all like likes on Instagram. We’re looking for that kind of validation, so the loyalty of knowing in this difficult current climate, when people are spending their money, they’re getting something back.

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