By Thomas Hobbs

Gamification at M&S

When it unveiled its new Sparks loyalty card, M&S’s online director David Wamsley surprised some when he said the scheme – which works by rewarding shoppers with Sparks points that can be exchanged for benefits such as promotions or events – had been inspired by the rise of gamification.

“We’ve tried to tap into the gamification trend as, for example, none of the Sparks points have monetary value,” he said at the launch. “It allows M&S customers to see what’s around the corner – so what they will be able to eventually afford via their sparks total – Read full story ›

Source: Marketing Week