M&S has officially relaunched its Sparks loyalty program after being hit by a significant cyber attack. The supermarket had to temporarily close its online services due to the attack during the Easter holiday, impacting in-store contactless payments and click-and-collect orders.
Personal data such as names, email addresses, physical addresses, and birthdates were compromised in the breach, although no card or payment information was accessed.
In a recent update, M&S assured customers that the Sparks app is now fully operational, offering personalized discounts, birthday rewards, and coffee rewards. Customers can once again enjoy perks like a complimentary coffee after collecting six stamps in the app.
To show appreciation for customer loyalty, M&S is distributing over 1.8 million birthday treats this month, with provisions for those who missed out on celebrations in May or June. Treat options include Percy Pigs, a Swiss Truffle Assortment Box, flowers, Prosecco, grapes, or Outrageously Chocolatey Round Biscuits.
Following the security breach, shoppers are advised to change their passwords when accessing the Sparks app. Additionally, M&S has introduced a special “thank you” discount for its staff members.
In a gesture of gratitude towards employees, M&S is enhancing its colleague discount to 30% for four days for 63,000 staff members this weekend. The company is also extending a 10% discount to more than 2,500 contractors in its supply chain and partner network.
Sharry Cramond, Director of Loyalty, Fashion, Home & Beauty Marketing, and Masterbrand at M&S, expressed appreciation for both staff and customers, highlighting the additional Sparks rewards as a token of thanks.
CEO Stuart Machin confirmed that M&S aims to fully restore its online operations by August, following the cyber attack that is estimated to cost the company around £300 million. Despite the setback, M&S reported a significant annual profit increase before the breach, attributing it to the success of its turnaround strategy.
Customers are reminded to be cautious if approached by individuals claiming to represent M&S to safeguard against potential scams.