Marks & Spencer Sparks Days Out

The bespoke Sparks Days Out campaign yielded exceptional outcomes, exceeding objectives and demonstrating resonance with Marks & Spencer's customer base.

Client:

M&S

Date Completed:

April 2024

Project:

White Label Rewards Platform

Objectives

The campaign, a significant investment in both cost and time, set high expectations with clear, measurable objectives to achieve the desired outcome. The upshot of this was to:

Drive basket spend across clothing and homeware, with a validity spend of £35 or more.
Drive the frequency of spend, allowing the customer to add 3 months additional access off the back of each subsequent £35 spend.
Increase NPS off the back of the campaign.
Deliver market share from competitor brands of Marks & Spencer.
Increase registrations and monthly active users (MAU’s) to the Sparks loyalty programme.

Strategy

The strategy for the Sparks Days Out campaign remained constant despite economic challenges. Marks & Spencer targeted its diverse family audience by offering an array of experiences, distinguishing itself from competitors and championing family moments amid economic hardships. Leveraging DRG's discount aggregator, the campaign provided exclusive offers nationwide across various categories, catering to seasonal preferences to drive year-round engagement. Integration of Kids Pass offers into the Sparks Days Out platform enhanced customer affinity within the Sparks loyalty program, ensuring a seamless experience. Working with attraction partners, the campaign promoted over 200 attractions at discounted rates to families eager for outings post-pandemic. Geographic relevance was ensured through targeted communications, driving ongoing engagement.

Results

The bespoke Sparks Days Out campaign yielded exceptional outcomes, exceeding objectives and demonstrating resonance with Marks & Spencer's customer base. With over 1.2 million sign-ups and 302,761 claimed offers, the campaign generated significant revenue for attractions while providing savings for customers. Marks & Spencer observed increased engagement metrics and reported higher NPS scores from redeemed rewards. In-store experiences were enhanced with localized attractions displays, while online promotion targeted families through the website, Sparks app, and personalised emails. Monthly communications boasted high open and click-through rates, contributing to increased spending. Future growth opportunities include expansion across different business areas and regions, with the campaign's scalability designed for broader deployment within Marks & Spencer.