M&S has relaunched Sparks as a digital-first loyalty scheme, offering a more personalised experience with instant rewards, additional charities to support, including Guide Dogs, and more tailored personal offers. The new programme promise is 'Good things happen every time you shop', and was redesigned following the collection of direct feedback from its customers.

M&S shoppers can create a Sparks account online, via the updated M&S App, or by picking up a Sparks card in-store. M&S will donate 1p to Guide Dogs for every Sparks purchase, at no extra cost to the customer, when the member has selected Guide Dogs as their preferred charity.

Since 2015, the M&S Sparks scheme has raised nearly £7m for charity. 25 new charities have been added, including Guide Dogs, to expand the choice to 35 charity partners that reflect the causes that matter most to members.

It's great that M&S shoppers are now able to support people with sight loss in their local communities, just by shopping with their Sparks account.

Donna Beetham, National Corporate Partnerships Manager at Guide Dogs

Jeremy Pee, Chief Digital & Data Officer at M&S said, "Sparks is a vital part of how we communicate with over seven million of our most engaged M&S shoppers and we have designed the relaunch around them. It will instantly feel more rewarding and customers can be confident that good things will happen every time they shop with us, from winning their M&S shopping basket for free on the spot to a donation to the cause that matters most to them."

Donna Beetham, National Corporate Partnerships Manager at Guide Dogs said, "We are delighted that Guide Dogs is included in the M&S Sparks loyalty programme. We're looking forward to building a mutually beneficial ongoing partnership with M&S to raise awareness and funds to support people living with sight loss. There are currently 360,000 people who are registered blind or partially sighted and two million people in the UK living with sight loss. It's great that M&S shoppers are now able to support people with sight loss in their local communities, just by shopping with their Sparks account."