How Marks & Spencer Could Use A1 to Improve Their Loyalty System

by Faye Pooley on August 21, 2019

If you live in the UK, chances are that if you don’t own one yourself, you know someone with a Marks & Spencer loyalty card - or Sparks card as they’ve affectionately called it. 

Marks and Spencer are a big business, so it’s no surprise that their loyalty system is pretty good. You get points (or sparks) every time you shop and scan your card. In return you get discounts that are available to members only and M&S donates to a charity of your choice each time you scan, which is a nice touch. 

However, there’s a lot they could be doing to make this system more streamlined, and give their customers an overall better experience. In short, there’s a lot M&S could learn from A1. 

If we take Marks and Spencer as a use case, this is how A1 could be implemented into their loyalty system. 

Currently, for loyalty members to access any available offers, they have to log into their sparks account online, find the offers they want to use and activate them. This, on this surface, is a great system as it allows customers to change the action of the card! 

However, the process is lengthy and few people are really going to bother with it regularly. This is even more true, when you realise that M&S don’t let customers know when new offers are available. They don’t even add the offers at a set time every week, so customers have to actively remember to regularly check for offers. People are busy, they simply don’t have time for this.

With A1, this issue is completely removed. Through A1 Business, new offers are automatically sent to customers through messenger bots and push notifications. A loyalty member will see on their phone lock screen that 3 new offers are available. All they have to do is click, on messenger, the one they want to utilise. The card will automatically update to their chosen action. It takes consumers literally a matter of seconds! 

This simple change with A1 creates the same outcome, but completely revolutionises the customers online experience. Using A1 for loyalty systems in this way will lead to an increase in footfall, customer loyalty and revenue. 

What Marks & Spencer are doing isn’t wrong - it’s just outdated which in turn makes it ineffective as a campaign. There’s no reason to not use the technology available. There’s no reason to not use A1. 

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