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

    Share M&S Improves Customer Experience with Digital Loyalty Program
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    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.

    TCS helps M&S improve customer experience

    Transcript downloading Download transcript

    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.

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    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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