M&S Trialing Member-Only Pricing On Food
Marks & Spencer is following Tesco, Sainsbury’s and Morrisons in offering members of its loyalty scheme special discounts on food lines.
Bryan Roberts, Global Insight Leader at IGD, revealed that M&S had begun a trial of ‘Sparks Prices’ at around 50 stores in South Wales, the North-East and the West Midlands. Members of the retailer’s Sparks scheme scan their loyalty card or app to take advantage of the deals that include a family chicken meal at £13 rather than £15; two pizzas and two sides for £10 rather than £12; and certain lines of Prosecco for £8 rather than £10.
Roberts revealed that marketing material sent to shoppers in the relevant regions said: “We’re introducing Sparks Prices to a few of our stores. As you’re already a Sparks customer, you’ll get the best of M&S at even better value, simply by scanning your Sparks card at the till.”
Retailer loyalty cards have become a key focus in the battle for cash-strapped consumers amid ever-increasing competition from the discounters. Sainsbury’s introduced ‘Nectar Prices’ in April, whilst Morrisons recently made member pricing a key element of its revamped loyalty scheme. The Co-op also launched a similar initiative earlier this year.
NAM Implications:
- Essentially an extension of Tesco Clubcard ‘instant’ discounts.
- Any success will trigger a roll-out.
- Proactive suppliers please note…
Comments
Post a Comment