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Marks & Spencer invests in data to improve customer insight

Marks & Spencer has partnered with data science company Starcount to predict future customer buying behaviour, as part of the retailer’s five-year transformation plan.

The partnership aims to improve customer understanding and insight by personalising M&S’s loyalty and customer relationship management initiatives, which include its Sparks Card scheme.

Starcount will map out customer preferences with technology to better understand and forecast customer buying behaviour.

The appointment comes after M&S restructured its marketing team last month, in which customer and loyalty marketing director Nathan Ansell became its new clothing and home marketing director.

At the same time, Rob Weston was appointed as brand and customer marketing director, while former Tesco marketing director Sharry Cramond joined from US firm Southeastern Grocers to oversee food and hospitality marketing.

Weston said: “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.”

Sparks currently has more than six million members.

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