If ‘Mrs M&S’ is to kickstart the struggling retailer’s business as quickly as its executives hope, the brand will need to work harder to shape and articulate the value of its Sparks loyalty card with her as well as its biggest group of shoppers – the ‘Occasionals’.
It may only be seven months old but Sparks, used by four million shoppers (out of a potential pool of 32 million), sits at the crux of chief executive Steve Rowe’s plan to overhaul the retailer’s ailing general merchandise business. “At our best we will be data driven and make decisions Read full story ›
Source: The Drum
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