OSF Digital expands Marks & Spencer’s loyalty program in 25 markets

Omnichannel global expansion of Marks & Spencer’s loyalty program

Download the Full Success StoryFounded 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.

“Working with OSF doesn’t just feel like working with a partner, it feels like we are working as one team. We’ve had open, constructive discussions. They were always available to contact, quick to respond, and had honest timelines. They’ve been flexible, knowledgeable, and worked at pace. We love working with OSF. They really feel like extended members of the team. Their enthusiasm is infectious, and we love that they are always up for a challenge! Thank you so much, OSF team; we couldn’t have done this without you!”

MARIE-LOUISE LORD

Senior CRM & Loyalty Manager (International) at 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.

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.TECH STACK

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.

25country rollout

6languages deployed

20currencies deployed

Exceeded target for new sign ups to Sparks by89%

Increased sales penetration for Sparks members by46%

AOV increased after enrollment into Sparks by13%

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.

Download the Full Success Story