What: M&S restores Sparks loyalty programme with enhanced rewards for 1.8 million customers and 65,500 staff following major cyber attack recovery.

Why it is important: The initiative shows how retailers can transform crisis recovery into an opportunity to strengthen stakeholder relationships, particularly significant as the industry faces increasing cyber security challenges.

Marks & Spencer has fully restored its Sparks loyalty scheme online, marking the occasion with special rewards for both customers and staff as it recovers from cyber-attack disruption. The retailer is offering "birthday treats" such as Percy Pigs and Swiss Truffles to 1.8 million customers, while extending appreciation to its workforce through enhanced benefits. The company's 63,000 staff and 2,500 contractors will receive an increased discount on purchases, with the standard 20% employee discount rising to 30% for four days. Notably, contractors, including security personnel, cleaning staff, and in-store beauty advisors from Clinique and Estee Lauder, will receive a 10% discount - a benefit typically reserved for the Christmas period. The restoration also includes the return of the popular Sparks coffee stamp scheme, where customers earn a free coffee after collecting six stamps. This comprehensive approach to recovery follows an April cyber attack that is expected to cost M&S approximately GBP 300 million, though much will be covered by insurance.

IADS Notes: The restoration of M&S's Sparks programme in July 2025 represents a strategic recovery from April's devastating cyber attack, which initially wiped GBP 700 million off the company's market value. While customer recommendation rates dropped from 87% to 73% during the crisis, M&S's transparent crisis management helped maintain underlying trust at 82%. This recovery approach aligns with broader industry trends, as similar attacks on Harrods and Co-op in May 2025 have driven retailers to focus on strengthening customer and employee relationships while enhancing digital security measures.

M&S restores Sparks with ‘thank you’ treats for shoppers and staff after cyber attack