UK retailer Marks & Spencer has signed a partnership with data science company Starcount, as part of its ongoing transformation plans.
M&S said that the deal will help 'enhance customer understanding and insight' through the personalisation of its loyalty programmes, including the M&S Sparks Card.
The retail group added that Sparks, which currently has over six million members, is a 'key tool' for customer engagement, and is central to helping M&S become a 'digital-first' retailer.
"Starcount’s expertise is the science of purchase and intent, understanding the ‘why’ behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience,” said Edwina Dunn, CEO of Starcount.
This announcement follows the restructuring of M&S's marketing team last month, with the retailer seeking to end the year on a high following a relatively disappointing performance during its third quarter.
The company appointed Sharry Cramond as its new marketing director for food and hospitality, as well as Nathan Ansell as marketing director for clothing and home, and Rob Weston and marketing director for brand and customer.
“I am really looking forward to working with Starcount in my new role," said Weston.
"Sparks plays a huge part in helping with our transformation and having the best partners will enable us to focus on achieving a seamless experience for our customers.”
These changes are part of the group's five-year transformation plan, which was launched last November.
In the last month, M&S has made some significant moves, including the introduction of a new IT programme, the sale of its retail business in Hong Kong and Macau, and the appointment of Humphrey Singer as the group's new CFO.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.