Marks & Spencer
M&S Bonus Card
M&S strengthens long-term customer loyalty through unified data, real-time personalization, and an enhanced omnichannel experience powered by Eliqua.CX.
The Background
Marks & Spencer sought to enhance customer loyalty in Greece through a simple, transparent, and highly engaging program: the M&S Bonus Card. The brand needed a scalable technology layer capable of centralizing customer information, supporting point collection and instant redemption, and delivering relevant communications based on customer preferences and behavior. The goal was to build a long-term relationship with members by offering continuous value throughout their purchasing journey, both online and in-store.
The Solution
M&S adopted Eliqua.CX to unify all customer and loyalty data into a single, accurate profile combining demographics, purchase behavior, loyalty activity, declared interests, and communication preferences. This unified data layer enabled precise targeting and consistent communication across all touchpoints.
Using the platform’s advanced segmentation, M&S built highly specific audiences based on transactional trends, behavioral patterns, and loyalty indicators. The powerful
filtering capabilities of Eliqua.CX allowed the team to identify opportunities for retention, engagement, and reactivation with clarity and speed.
Through Campaign Management, M&S executed timely, personalized, and fully omnichannel communications via Email, SMS and Viber. Automated campaign flows ensured continuous, relevant engagement driven by customer behavior and program activity.
Eliqua.CX provided M&S with a scalable, data-driven foundation that strengthened targeting accuracy and elevated overall loyalty performance.
The Results
For more than 14 years and with over 600.000 members, the M&S Bonus Card has remained one of the most successful loyalty programs in Greek retail, consistently exceeding market benchmarks in engagement and customer retention. Powered by Eliqua.CX, the program achieved up to 76% retention, 34% reactivation, and strong omnichannel engagement, reaching 28% average SMS/Viber/Εmail response rates significantly outperforming industry standards.
The unified data layer and advanced segmentation capabilities of Eliqua.CX enabled M&S to deliver highly relevant, personalized communications that kept the brand top-of-mind while remaining discreet and customer-centric. With real-time insights, automated lifecycle targeting, and precise audience selection, M&S consistently increased visit frequency, average basket size, and overall member spending compared to non-members.
Eliqua.CX empowered M&S to differentiate its customer communication strategy, drive measurable growth, and maintain an elevated loyalty experience at scale, year after year.