This Saturday, M&S is set to reward 5,000 lucky customers with free shopping as part of their Sparks loyalty scheme initiative.
- The special event, ‘Sparks Super Saturday’, enhances the ongoing Sparks giveaway, allowing more members to benefit.
- Since its relaunch in 2020, Sparks has awarded £3.5 million in free shopping to 17 million members.
- Customers can win by scanning their Sparks card in store or logging into their account online, with instant results for in-store shoppers.
- Aldi, another retailer, is also offering free shopping opportunities through a social media competition.
On the upcoming Saturday, Marks & Spencer (M&S) plans to surprise 5,000 customers in the United Kingdom with free shopping, a move designed as part of the retailer’s innovative customer loyalty programme known as ‘Sparks Super Saturday’. This event marks a significant expansion of M&S’s regular Sparks giveaway, which has been popular amongst its clientele. The initiative aims to further reward the loyalty of M&S’s extensive customer base, which has seen significant growth since the scheme’s relaunch in 2020.
Details of the Sparks loyalty initiative indicate that, since its reintroduction, M&S has successfully distributed £3.5 million in free shopping credits to its 17 million Sparks members. This includes noteworthy instances, such as a single complimentary shopping event valued at nearly £3,500. Customers who wish to participate can do so by ensuring their Sparks card is scanned during in-store purchases or by logging into their Sparks account while shopping online. Interestingly, winners shopping in-store receive immediate confirmation, whereas online participants are notified via email.
Kirsty Ward, Director of M&S Connect, highlighted that the relaunch of Sparks as a “Digital First loyalty scheme” has resulted in the doubling of Sparks memberships. According to Ward, “one of Sparks’ members most loved rewards is the opportunity to get their shopping for free,” reinforcing the motivational aspect behind expanding the promotion to cover 5,000 customers for a single day.
In another promotional endeavour, Aldi, a competitor in the grocery sector, is conducting a separate free shopping campaign. Aldi’s strategy involves a social media-driven competition on Facebook, giving away £100 vouchers to 20 participants who share their bank holiday weekend plans. This contest is open until 21 August, with selected winners to be notified the following day, 22 August.
The strategy of offering free incentives appears to be a growing trend among retailers, as these initiatives not only cultivate customer loyalty but also strengthen brand recognition and market presence.
The utilisation of loyalty schemes to offer free shopping is a strategic move that appears to be gaining popularity among major retailers.
