M&S Improves Customer Experience with Digital Loyalty Program

M&S improves CX

Marks & Spencer (M&S) partnered with TCS to launch its M&S Sparks digital loyalty platform to drive personalized experiences and offers.

The retail major launched the platform for deeper customer engagement. TCS collaborated with M&S to design a flexible system to drive innovation and accelerate growth and develop the platform.

Replacing the legacy system

M&S wanted a points-based digital and scalable rewards scheme to help increase purchase frequency, maximize basket value, encourage shopping between channels, and boost digital interactions.

However, its legacy monolithic architecture prevented the company from scaling up, adversely affecting business operations. Moreover, the traditional one-size-fits-all model was not conducive for making personalized offers and providing customized shopping experience, thus diffusing M&S’ plan to run large campaigns and critical events.

The old program also lacked various features that could clarify to customers the benefit of points collected and redeeming them, the offers being given, and the use of their data. It prevented M&S from experimenting and innovating with rewards strategies and scaling profitable value propositions to customers, resulting in poor and slow business outcomes.

As a strategic transformation partner, TCS leveraged its deep contextual knowledge and domain expertise to deliver a platform that could not just handle current demand but also cater to future business growth–the Sparks loyalty platform. This new platform provides new features like ‘Instant Win’, more personalized offers, the ability to convert abandoned baskets instantly, daily thank you and giveaway treats to thousands of users, money vouchers to spend in-store for app users, and so on.

Collaboration improves CX

The collaborative approach has resulted in a radically improved customer experience, pushing boundaries with substantial, more engaging customer campaigns.

Through the program, M&S has achieved up to 20 million offer activations in a single campaign, one million campaign emails, 500,000 push notifications per hour, and a million pounds in cost savings.

M&S had some excellent campaigns over the last year, one being their wonderful ‘12 Days of M&S’ powered by Sparks, which brought the best of M&S to its customers at the critical Christmas moment. Over 7 million customers participated in the campaign.

We have worked very hard to transform the Marks and Spencer Sparks loyalty program from a traditional card-based points program to a customer engagement platform ready for the future, something that is seamless, that works on every single part of the M&S shopping trip and truly personal to the customer as well.”

DANIELLE PAPAGAPIOU
Head of Loyalty, Marks and Spencer

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TCS is here to make a difference through technology.

We’re in it for good, driving positive change for the benefit of all.

Extraordinary expertise leads to remarkable results.

Want to be a global change-maker? Join our team.

Find the latest news about TCS in our Newsroom

Recent Press releases

Recent News

Recent recognitions

Upcoming events

TCS works hand in hand with world-leading investors.

M&S enhances CX with 'M&S Sparks' digital loyalty program

Industry

Services

M&S improves CX

TCS helps M&S improve customer experience

Replacing the legacy system

Collaboration improves CX

Transformation starts here

Find out more

TCS is here to make a difference through technology.

We’re in it for good, driving positive change for the benefit of all.

Extraordinary expertise leads to remarkable results.

Want to be a global change-maker? Join our team.

Find the latest news about TCS in our Newsroom

Recent Press releases

Recent News

Recent recognitions

Upcoming events

TCS works hand in hand with world-leading investors.

Industry

Services

M&S improves CX

TCS helps M&S improve customer experience

Replacing the legacy system

Collaboration improves CX

Related reading

Transformation starts here

Find out more