UK retailer Marks & Spencer (M&S) has partnered with London-based data science company Starcount to improve its insights and gain a better customer understanding.

The partnership is reported to be part of M&S’ five-year transformation plan.

M&S brand and customer marketing director Rob Weston said: “I am really looking forward to working with Starcount in my new role. Sparks plays a huge part in helping with our transformation and having the best partners will enable us to focus on achieving a seamless experience for our customers.”

“We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs.”

Under the new partnership, Starcount will focus on personalisation of M&S’ loyalty and CRM programmes, including M&S Sparks Card.

Sparks currently has more than six million members and is expected to serve as a key tool for customer insight and engagement.

Using this data, Starcount intends to co-relate customer passions in order to predict their future buying patterns and help M&S in becoming a digital-first retailer.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Starcount CEO Edwina Dunn said: “We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs.

“Starcount’s expertise is the science of purchase and intent, understanding the ‘why’ behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience.”