Magazine article Marketing

M&S to Add Credit Card in Loyalty Bid

Magazine article Marketing

M&S to Add Credit Card in Loyalty Bid

Article excerpt

Marks & spencer is planning to launch an own-brand credit card that will double as a loyalty scheme designed to drive customers into M&S stores.

The project represents a massive step for M&S, which has not previously operated a loyalty scheme, and only began allowing customers to use credit cards in its stores in April 2000.

The initiative will be backed by an estimated [pounds sterling]5m through-the-line marketing push. A combined team of marketers from Marks & Spencer Financial Services and the main retail business is talking to a number of ad agency groups about marketing the credit card, The focus is likely to be on encouraging take-up of the card among M&S five million Chargecard holders.

The agency discussions are believed to involve both roster and non-roster agencies. Roster agencies include Rainey Kelly Campbell Roalfe/Y&R, which handles advertising for M&S retail, and Bates UK, which was appointed to the firm's financial services ad account earlier this year. …

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