Marks & Spencer is to stage a two-week spectacular of “daily personalised offers, giveaways and discounts” designed to drive customer adoption of its app.
Starting on Wednesday, March 2, Marks & Spencer’s ‘Big Sparks Giveaway’ campaign will reward app users with the opportunity to win £1.5m of giftcards, 4.5 million free products – including from third-party brands – and free shopping.
While the promotion is expected to appeal to existing Sparks members – there are 14 million at present – it is open to anyone who signs up to the scheme and downloads the M&S app during the promotional period.
A similar advent calendar promotion last Christmas resulted in 300,000 downloads of the M&S App over 12 days.
Upping the loyalty card game
Marks & Spencer head of loyalty Danielle Papagapiou said: “Customers get the best out of M&S and Sparks when they use our app, but we know that not all of our customers realise this.
“That’s why we’re launching the Big Sparks Giveaway: to encourage more customers to have our app at their fingertips so they can enjoy all the benefits it provides, from free treats and personalised offers to handy in-store tech like Scan & Shop.”
Retailers are increasingly enhancing their loyalty programmes as they compete and as consumers shop across channels.
Tesco, for instance, gives Clubcard members advantageous prices over non-members and additional benefits if they sign up for the Clubcard Plus subscription scheme.
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