Archie Norman, who was appointed chairman of M&S in 2017, has promised updates to its Sparks loyalty programme will be coming soon – as the high street giant works to become “the most personalised retailer in Britain”.
During a keynote speech at Retail Technology Show 2025, Norman provided insight into the retailer’s turnaround success, and plans he has for both Sparks and its technology upgrade.
Norman admitted that the turnaround of M&S (which saw an 8% increase in food sales and nearly 5% jump in fashion & home in 2024) has not been quick enough. The former Conservative MP has worked on turnaround projects for Asda and ITV, as well as working with Hobbycraft and Kingfisher.
He stressed the high street giant had been in “some sort of a drift” for 25 years, and while he disagreed with the suggestion that the brand was arrogant, he noted it “had a sense of vanity, a right to exist”.
Until 2020, M&S had never shuttered stores, but the pandemic and wider transformation plans resulted in 108 shop closures – with more expected. Turning to ecommerce, 17% of sales were online in 2020, this has now hit 32% with the goal of reaching 50%. Norman stated that the businesses realised during the pandemic it could never go back to pre-covid operations – something needed to change.
More recently, the retailer has worked to bolster its fashion offering and perception. It has also agreed a seven-year deal with HSBC to enhance its bank, credit and payment services.
During his keynote, Norman questioned the value in member pricing and “pseudo promotions”. He said M&S will instead treat consumers as individuals and harness loyalty scheme data to promote products that are truly relevant. This in turn would see M&S become the “most personalised retailer in Britain”.
Furthermore, he alluded to changes at M&S Café. He would not confirm if the retailer planned to follow Morrisons and Sainsbury’s and close cafe sites. Norman instead said M&S Café must be modern, and compete with the likes of Leon, Costa and Pret rather than be a restaurant. He went as far as to hint at the end of fish & chips on the menu.
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