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Marks & Spencer

Omnichannel global expansion of Marks & Spencer’s loyalty program

Founded in 1884, the Marks and Spencer Group operates 1463 stores worldwide. With 80,000 employees and over 32 million customers, Marks & Spencer is positioned as a top-quality retailer. For 134 years, the brand has always focused on bolder goals. One such goal today is digital transformation.

Aiming to grow their business by nurturing customer relationships, Marks & Spencer wanted to expand their loyalty program internationally. They also wanted to personalize customer experiences and imporve marketing flows. To deploy Sparks, their loyalty program, on a global level and connect their systems, Marks & Spencer needed a digital platform and a skilled System Integrator to support their goals.

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OSF DIGITAL SUPPORTS MARKS & SPENCER’S BUSINESS GROWTH GOALS WITH OMNICHANNEL LOYALTY
INCREASED REVENUE DUE TO BOOSTED CUSTOMER EXPERIENCE
GROWING ENGAGEMENT AND DEEP UNDERSTANDING OF CUSTOMERS
IMPROVED PERFORMANCE LEADING TO GROWING SALES
Marks & Spencer

OSF Digital developed Sparks International with Marks & Spencer to build more meaningful customer experiences that drive growth. We designed the program and implemented it on Salesforce Loyalty Management, supporting the brand in setting up all the desired details to connect with their customers.

  • Discount of 20% upon joining Sparks.
  • Exclusive perks for members, such as discounts or early access to promotions.
  • The opportunity to get orders for free: one customer per month received a full refund.
  • Special treats to celebrate anniversaries or memorable moments.
Marks & Spencer

In 4 months, OSF Digital implemented and integrated Salesforce Loyalty Management with Commerce and Marketing Clouds, empowering Marks & Spencer to close the loop on Customer 360. We can already notice an ascending trend in revenue, with a 2% increase.

Our partnership continues as we enhance Marketing Cloud automation and journeys, and enable Einstein. We are continuously supporting the group to deliver personalized experiences, maximize efficiency, and improve marketing flows.

BRINGING MARKS & SPENCER ONE STEP FURTHER TOWARD DIGITAL EXPANSION

We moved forward to Omnichannel Loyalty with a kick-off in June 2023. The pilot will be deployed by the beginning of 2024.

25
country
rollout
6
languages deployed
20
currencies deployed
Exceeded target for new sign ups to Sparks by
89%
Increased sales penetration for Sparks members by
46%
AOV increased after enrollment into Sparks by
13%
Marks & Spencer

THIS SOLUTION MAY BE RIGHT FOR YOU IF YOU:

  • Want to boost customer engagement, retention, and lifetime value.
  • Would like to appeal to various buyer categories and reward their loyalty.
  • Have a complex loyalty system and need to organize data better at a global level.
  • Want to be one step ahead of your customer needs.
  • Want to offer a better shopping experience and boost ROI.

TECH STACK

Salesforce Loyalty Management
Planning Inc. – Unilyze
Salesforce Commerce Cloud
Internal Data Warehouse/Analytical System
Salesforce Marketing Cloud
Salesforce Einstein

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