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Marks & Spencer partners with Startcount to boost customer insight

RBR Staff Writer Published 07 February 2018

UK-based retailing giant Marks & Spencer (M&S) has partnered with data science company Starcount to better understanding its customers and predict their future buying behaviour.

The move is part of M&S' ongoing program of change under its five-year transformation plans. 

The partnership will help improve customer understanding and insight via personalisation of M&S’ loyalty and CRM programmes including M&S's Sparks Card.

As marketing and customer engagement play a significant role in a company’s transformation, M&S says that it is important to ensure that it is faster, more commercial and focused more on its customers.

M&S Brand & Customer new 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.”

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.”

In November 2017, M&S set out a transformation program for the business focusing on Restoring the Basics, Shaping the Future and Making M&S Special. 

As part of transformation plan, the company recently said that it is going to close down 14 stores, this April and a total of 468 employees would be affected with this move.

M&S also stated that when the stores are closed, the affected employees would either be redeployed or be offered redeployment at other stores before redundancy is considered.

Besides this move, M&S also stated that it reassessed and reduced its Simply Food opening programme and plans to open a total of 36 owned and franchise stores over the next six months. The new locations will include Broadstone, Streatham Hill and St Albans.

Image: M&S Gare de L'Est, London. Photo: Courtesy of Marks and Spencer plc.