Members of M&S’ loyalty programme, Sparks, now have access to the retailer’s first ever baby club which could save members £250 a year.
‘The parent hood’ is designed to bring together the best of M&S across Clothing, Home, Beauty, Food, its in-store Cafés – plus it’s family of third-party brands – to create a unique proposition for members.
“Our customers trust us for the hand-me-down quality of our kids clothing and with our growing style credentials and a presence in so many communities, there is so much opportunity to grow our market share through appealing to new customers and introducing existing customers to more of what we have to offer,” said Alexandra Dimitriu, director of kidswear at M&S.
“As a mum, I’m incredibly excited to be launching M&S’ first baby club – the proposition we’ve created by remaining laser-focused on what baby – and parents – need, when they need it, is something I wish I had access to when I was a member of the 2am club!”
The club comes as the UK baby 0-2 clothing market hits almost £900mn a year; with M&S holding a 6% share in kidswear. M&S has also reported sustained market share growth in areas including ‘newborn’ (+0.9ppts from 2022), therefore the retailer has identified ‘baby’ as a key enabler to unlock further growth.
Sharry Cramond, director of loyalty, food marketing and masterbrand, added: “The M&S baby club is the first of our special interest clubs for Sparks members, and we have big ambitions to make it the very best baby club in the country by bringing together the very best of M&S – from food, to clothing, to our cafes – and be a one stop shop for the UK’s incredible community of parents.”
An exclusive company profile in the first RetailX UK 360° report looks at how M&S has grown from a market stall in 1884 to a food, fashion and homewares multichannel retailer.
The M&S profile is one of eight in the report, with Argos, Asos, Currys, John Lewis, Schuh, Screwfix and Tesco all studied. Download the full report here.
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