Marks & Spencer has successfully restored its Sparks loyalty scheme following a major cyberattack in April, using the relaunch to express gratitude to both customers and staff. During the disruption, which cost the company an estimated £300 million, Sparks was suspended along with online ordering and various digital services—impacting customer data and operations.
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Marks & SpencerMarks & Spencer has successfully restored its Sparks loyalty scheme following a major cyberattack in April, using the relaunch to express gratitude to both customers and staff. During the disruption, which cost the company an estimated £300 million, Sparks was suspended along with online ordering and various digital services—impacting customer data and operations.
Now fully back online, Sparks members are once again enjoying the full suite of benefits, including personalized discounts, birthday treats, and coffee stamps. As a gesture to make up for missed experiences, M&S is offering more than 1.8 million birthday treats—featuring popular items like Percy Pigs, prosecco, flowers, and truffles—to members who had birthdays during the outage. The company has also reinstated its Coffee Stamp scheme, allowing customers who collect six stamps to redeem a free drink.
In addition to rewarding consumers, M&S is showing appreciation to its 63,000 colleagues and 2,500 contractors with an enhanced staff discount—30% off fashion, home, and beauty for employees, and a 10% discount for contractors for the first time outside the Christmas period. The loyalty director, Sharry Cramond, described the rewards as “a small gesture to say thank you” for customer and team loyalty during a challenging time.
While online services like click‑and‑collect and certain product categories remain offline, the company aims to restore full digital functionality—including homeware, beauty, and food—within weeks. Arrests linked to the cyberattack indicate a broader investigation into the Scattered Spider hacking group, signaling ongoing efforts to secure operations and customer trust.
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Sparks fully restored: Members now have access to personalized offers, birthday rewards, and coffee perks.
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1.8M “belated” birthday treats distributed to apologize for missed benefits.
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Employee gratitude: Enhanced 30% staff discount; contractors receive first-ever 10% discount outside holidays.
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Reward-led recovery: M&S seeks to rebuild customer loyalty and trust as they finalize restoration of online services.
M&S’s strategic use of loyalty incentives underscores the role of customer and employee recognition in crisis recovery, signaling a proactive approach to rebuilding trust and engagement.
Source: GLO / M&S
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