Marks and Spencer has confirmed it has abandoned its trial of ‘Sparks Prices’ as it reviews its loyalty programme.
The upmarket grocer initially launched the trial of exclusive discounted prices for members of its loyalty scheme last summer.
Yet it has has now confirmed the initiative has ended, following M&S CEO Stuart Machin revealing that M&S was now looking at a wider “review” and “rethink” of the loyalty programme.
A spokesperson for the retailer said: “We are reviewing our current Sparks loyalty offer and as part of that, often trial new and different propositions. Last year, we carried out some small-scale trials around Sparks Prices, which we won’t be progressing.”
Earlier this month Machin alluded to the end of the scheme adding, “We are reviewing our loyalty programme. Do I see us doing Sparks prices? To be honest, I don’t.”
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The CEO said that other features of its loyalty programme have “resonated well” with its 18m members, including this year’s Christmas 12 Days of M&S – a digital advent calendar offering daily gifts to shoppers.
“Whether I like it is a different matter, because actually I’d much rather us be focused on quality, style and value. And I think we need to rethink Sparks over the short, medium and longer-term,” added Machin.
“I think there’s an opportunity with our loyalty programme and we are exploring those opportunities now. We know our customers would much rather have great products at everyday trusted prices and I’m quite stuck to that because that’s what our customers tell us.”
M&S’ review of its loyalty programme comes amid fellow grocery retailer Co-op also refreshing its loyalty programme. Earlier this week it chose to drop its reward schemes in favour of member-exclusive prices.
