M&S has confirmed the full restoration of its Sparks loyalty program after a significant cyber attack disrupted its operations. The supermarket had to temporarily close its online services due to the attack over the Easter weekend, impacting in-store contactless payments and click-and-collect services.
Customer data such as names, email addresses, physical addresses, and dates of birth were compromised in the breach, although no card or payment information was accessed. In a recent update, M&S assured customers of the complete functionality of its Sparks app, granting access to personalized discounts, birthday perks, and loyalty coffee stamps.
Under the coffee scheme, customers can earn a complimentary coffee via the Sparks app after collecting six stamps. Additionally, M&S plans to distribute over 1.8 million birthday treats to individuals celebrating their birthdays this month, with belated treats for those who had birthdays in May or June.
To enhance security measures post-attack, customers are advised to update their passwords when logging into the Sparks app. M&S has also introduced a gratitude discount for its staff members. Over the upcoming weekend, the company will increase its employee discount from 20% to 30% for 63,000 colleagues for four days. Furthermore, M&S will extend a 10% discount to more than 2,500 contractors within its supply chain and partnerships.
Sharry Cramond, Director of Loyalty, Fashion, Home & Beauty Marketing and Masterbrand at M&S, expressed gratitude towards both employees and customers for their support during this challenging period. The additional Sparks rewards serve as a gesture of appreciation from the company.
Following a statement by M&S’s CEO Stuart Machin at the annual general meeting, the company aims to fully reopen its online services by August, anticipating a return to normalcy. Despite the cyber attack’s financial impact, with an expected cost of approximately £300 million, M&S’s annual profits surged by over a fifth to £875.5 million prior to the incident, marking its highest profit level in more than 15 years, attributed to its successful turnaround strategy.
Customers are urged to remain vigilant and exercise caution if contacted by individuals claiming to represent M&S, as the company continues to address the aftermath of the cyber attack.
