Handouts: Companies gain a valuable insight into the habits of customers who use apps
Tens of thousands of M&S customers have picked up their shopping for free in the past year – the equivalent of half a dozen people every hour.
The handouts don't come from a wealthy benefactor. They are gifted at random by the store itself – a cheerful surprise delivered at the checkout for those with a digital Sparks card on M&S's mobile phone app.
It has been nearly a year since M&S relaunched its loyalty card scheme. The revamp last July replaced a physical card and points-based system with instant rewards and treats offered via its digital alternative.