M&S Sparks Rewards Has Changed: What the New Scheme Means for Retailers and Why Loyalty Matters More Than Ever

Who doesn’t love M&S picky bits and a bag of Percy Pigs?

M&S is the leader in ‘luxury’ grocery retail and the go-to for a higher end supermarket offering in the UK. With other supermarkets often beating them on price, M&S stand out when it comes to quality. However, the way people shop and the rewards they receive through customer loyalty has entered a new era, and M&S have recently changed its Sparks offering to reward customers in a different way.

According to the straight-talking CEO, Steve Machin, shoppers no longer want a ‘Tricksy’ complicated points systems, delayed rewards or generic promotions. They want personalised value that they can use straight away, that is relevant to their consumer habits and recognises them as a valued shopper.

That is exactly why the recent changes to Marks & Spencer Sparks Rewards are worth paying attention to.

The revamped Sparks programme signals a wider shift in UK retail: loyalty schemes are moving away from passive points collection and towards personalised, instant-value rewards. For independent retailers, hospitality venues and multi-site businesses, that creates both a challenge and an opportunity.

If national brands are improving loyalty experiences, customers will expect the same from every business they buy from. That is where a smart rewards platform and the Redfish Rewards App can make a real commercial difference.

What Was the Old M&S Sparks Offering?

The original Sparks model focused on membership perks, occasional offers and surprise rewards. Customers could access selected discounts, birthday treats, free coffee milestones and promotional giveaways through the app. It created engagement, but for many shoppers it lacked clarity around how their spending translated into value for them.

Customers had the option to select those vouchers most relevant to them when they surfaced on the app, but like many traditional loyalty programmes, it relied on intermittent incentives rather than a consistent “shop and earn” journey. Customers enjoyed the perks, but they were not always sure what they would receive or when. That unpredictability can limit repeat purchasing behaviour over time.

What Has Changed with the New M&S Sparks Rewards?

The new Sparks proposition has been redesigned around a much simpler concept – real rewards that customers can understand instantly.

The refreshed scheme now focuses on personalised money-off rewards added to a digital wallet, rather than complicated points balances. Customers can activate offers, hit spend goals and receive pounds back to use across future purchases. The new model is clearer, more measurable and more motivating.

Using AI to Create Sophisticated Campaigns

M&S has also signalled a more sophisticated direction for Sparks, using AI and customer data to create a smarter, more responsive loyalty experience following the disruption of its 2025 cyber incident. Rather than pushing generic offers to every shopper, the refreshed scheme is designed to use purchase history, preferences and engagement trends to surface rewards that feel timely and relevant.

Whether a customer shops regularly in Foodhall, fashion, beauty or home, the aim is to make every interaction more personalised and more valuable. For businesses, the message is clear – loyalty performs best when it is driven by insight.

When data is used securely and intelligently, rewards become more targeted, customer relationships become stronger, and retention becomes easier to scale.

At Redfish Group, our inhouse AI driven Customer Data Platform (or very smart CRM) system, Responseworks, meets the diverse needs of retailers across pharmacies, garden centres departments stores and sport and when integrated with our ‘white label’ Loyalty app transforms your customers experience.

Why This Matters for Customer Behaviour

Consumers respond strongly when rewards feel immediate and achievable. A customer is more likely to return when they know their next visit unlocks a tangible benefit.

That matters because loyalty is no longer won purely on product or price. It is won on experience, convenience and emotional connection.

The M&S update reflects three major loyalty trends:

1. Simplicity Wins
   Customers prefer “Spend £30, get £5 back” over complex points maths.

2. Personalisation Drives Engagement
   Relevant offers outperform generic blanket discounts.

3. Retention Beats Acquisition
   Keeping an existing customer is often more profitable than constantly chasing new ones.

How the Redfish Rewards App Helps Your Business Compete

You may not have the marketing budget of a national retailer, but you can absolutely compete on loyalty. The Redfish Rewards App gives businesses the tools to create compelling reward experiences that encourage customers to choose you more often, spend more frequently and stay loyal for longer.

Reward Repeat Visits

Repeat custom is the foundation of growth. With our Rewards app, you can incentivise behaviour such as:

• Visit five times and earn a reward, with a digital stamp system
• Spend over a set amount, travel up tiers and unlock better rewards
• Refer a friend and receive a bonus
• Return this month for an exclusive member offer

This system, alongside regular communication through email and notifications, keeps your brand front of mind and gives customers a reason to return instead of trying a competitor.

Create Personalised Offers

Just like the newest Sparks model, personal relevance matters. With our app and Responseworks sitting behind it, you have the power to create targeted campaigns based on behaviour, spend patterns or frequency. Instead of sending the same message to everyone, you can reward the customers most likely to respond.

That means smarter marketing, stronger conversion and better ROI.

Increase Average Transaction Value

Rewards can also influence basket size, with models such as:

• Spend £20 and receive £3 back
• Upgrade today and earn bonus rewards
• Buy two services and unlock a premium treat

These types of incentives encourage higher-value purchases without relying on blanket discounting.

What You Can Learn From the New Sparks Rewards

The biggest takeaway from the M&S changes is simple: loyalty must feel rewarding.

Customers do not want to wait months for unclear benefits. They want fast wins, relevant offers and reasons to return – instant, personalised and easy to understand.

If your competitors are still relying on paper stamp cards, disconnected promotions or no loyalty strategy at all, a digital rewards platform can become a genuine competitive advantage.

With our Rewards App, you can give customers a compelling reason to choose your business again and again, all while increasing retention, frequency and spend.

Get in touch with us today to see how we can support your growth strategy.