M&S chair Archie Norman: ‘Most loyalty cards are disloyalty cards’

M&S chairman Archie Norman has dismissed traditional loyalty schemes, declaring that “most loyalty cards are disloyalty cards used for pseudo promotions”.

Speaking at the 2025 Retail Technology Show, Norman criticised differential pricing tactics used by many supermarkets, arguing they erode consumer trust.

“I’m a card sceptic. A lot of these loyalty cards are used for pseudo promotions… I don’t believe in differential pricing. At M&S, it’s about trusted value—card or no card, you get the same price,” he said.

Instead of offering discounts through its Sparks loyalty programme, M&S is focusing on personalisation. Norman explained that Sparks is designed to better understand individual shopping habits rather than push blanket promotions.

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“We’re using Sparks as a way to talk to people as individuals,” he said. “We understand what you shop for, what you like… The purpose of Sparks is to help people shop better.”

As part of this strategy, M&S is investing “well north of £200m” in a major tech upgrade to enhance the Sparks programme.

Despite the scheme’s struggles since its launch in 2015, Norman insists that it will become a cornerstone of M&S’s operations. “We don’t want to be left behind,” he said, emphasising that the revamped programme will rely heavily on data to better engage customers.

An example of this approach is M&S’s baby club which launched last year called “The Parent Hood,” which is exclusive to Sparks members.

The club offers tailored benefits across various categories, including baby clothing, food, and in-store cafés, providing a unique proposition that combines personalisation with value.

Norman’s comments come amid growing scrutiny of supermarket loyalty schemes, with retailers such as Tesco and Sainsbury’s offering exclusive discounts through Clubcard and Nectar. While these programmes promise savings, critics argue they inflate base prices to create artificial discounts.

However, Norman’s scepticism about loyalty schemes comes as the Competition and Markets Authority (CMA) confirmed in November that supermarket loyalty programmes do offer genuine savings.

Their review of 50,000 grocery items found that 92% of loyalty promotions provided real savings against the usual price, despite some shoppers’ belief that supermarkets inflate base prices to make loyalty deals more appealing.

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