Marks & Spencer has become the latest retailer to offer lower prices to members of its loyalty scheme.
Marks & Spencer is piloting reduced price offers for participants in its Sparks loyalty programme, following in the footsteps of a raft of the industry’s biggest names, including Tesco.
As the cost-of-living crisis continues to take a toll on shopper spending and consumers seek out value, Marks & Spencer is testing how lower prices for members of its Sparks scheme may enhance its appeal.
M&S is trying out the approach in 49 shops in three regions, South Wales, the West Midlands and the North East of England.
Deals are being offered on a limited number of food lines including seasonal favourites such as Barbecue Heroes and Chicken DeluxE Family Dine In, which are reduced from three for £12 to £10 and £15 to £13 respectively.
An M&S spokesperson told Retail Week that the Sparks Prices initiative, initially running for a fortnight, is one of a number of trials under way with the loyalty programme.
The spokesperson said: “In 2020, we relaunched Sparks as a digital-first loyalty scheme and in three years have almost doubled the number of Sparks members to more than 16 million, rewarding them with personalised offers, special treats, and thank yous.
“We’re always innovating and trialling different ways to reward members including Sparks Days Out, 12 Days of Sparks and our recent trial, Sparks Delivery Pass.
“The trials that are currently under way give every Sparks customer who shops with us at stores in these regions access to a lower price on some customer favourites.”
Tesco has led the way on lower prices for loyalty scheme members with its Clubcard Prices offers and Sainsbury’s has just extended its Nectar Prices scheme. The Co-op has also been promoting members’ price special deals.
No comments yet