LONDON (Alliance News) - Retailer Marks & Spencer Group PLC on Thursday said it has launched a loyalty scheme as part of plans to revive its underperforming General Merchandise business.
M&S said SPARKS will be launched in the UK on Thursday next week and will help to convert customers into members who will then be offered rewards by the retailer on its food, fashion, home and beauty products.
The General Merchandise unit, which primarily sells clothing and homeware products, has been struggling in recent years, failing to meet expectations in its 2015 financial year and disappointing with a like-for-like sales decline in the first quarter, which reversed improved sales in the fourth quarter of the previous financial year.
M&S said in its first-quarter trading update that the General Merchandise business had been hit by promotional activity, though it said it was on track to deliver on its margin improvement targets for the division.
"As a member you are more than a customer, and you?ll get the most from M&S ? with tailor-made offers, priority access and invites to exclusive events. It's a two way relationship; members tell us what they enjoy, select their own tailored offers and are rewarded for sharing their views," said Patrick Bousquet-Chavanne, executive director at M&S.
By Sam Unsted; samunsted@alliancenews.com; @SamUAtAlliance
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Marks & Spencer (MKS)