Press Release

MARKS & SPENCER ANNOUNCES NEW CUSTOMER INSIGHT PARTNERSHIP

06 February 2018

Marks & Spencer today announces the appointment of data science company, Starcount, as part of its ongoing programme of change under its five-year transformation plans. The partnership will help enhance customer understanding and insight through personalisation of M&S’ loyalty and CRM programmes including M&S's Sparks Card.

Sparks, which currently has over 6 million members, is a key tool for customer insight and engagement and central to helping M&S become a digital-first retailer. Starcount, led by Edwina Dunn and Clive Humby, will utilise its pioneering and innovative approach and technology to map out customer passions in order to predict future buying behaviour.

Starcount’s appointment follows a Marketing Team restructure last month to ensure that the team is more closely aligned to the strategic priorities of the business. Marketing and customer engagement play a significant part in M&S’ transformation ensuring it is faster, more commercial and acutely focused on our customers. 

Rob Weston who was appointed Marketing Director, Brand & Customer as part of the restructure, said: “I am really looking forward to working with Starcount in my new role. 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.”

Edwina Dunn, CEO, Starcount, said: “We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs. 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.”

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For further information, please contact:

Corporate Press Office:

020 8718 1919

Notes to Editors:

Making M&S Special 

In November 2017 Marks & Spencer set out a transformation programme for the business concentrating on Restoring the Basics, Shaping the Future and Making M&S Special. 

Under this transformation programme, Making M&S Special, M&S has to date announced: