Marks & Spencer, a prominent retail giant, has brought back its highly cherished customer loyalty benefit, the free birthday gift, much to the delight of shoppers nationwide. This reinstatement follows a period of suspension necessitated by a significant cyber security incident that impacted the company earlier this year, raising questions about data security and consumer trust.
The practice of brands offering complimentary presents during a customer’s birthday month is a common gesture of appreciation, ranging from exclusive discounts to tangible products. M&S previously stood out among these companies for its generous birthday treats, a perk that became a casualty of the extensive cyber attack.
The decision to suspend various membership benefits, including the popular birthday present, was a direct consequence of the cyber incident over the Easter weekend in April. This measure was part of a broader effort to safeguard both the company’s operational integrity and its vast customer base in the aftermath of the breach.
Investigations revealed that the compromised data included sensitive patron details such as names, birth dates, home and email addresses, telephone numbers, household information, and digital shopping records. The immediate suspension of numerous services was a critical step taken by M&S to mitigate further risks and protect customer privacy.
Despite the complexities of fully resolving the cyber breach, the retail heavyweight has made significant progress in restoring key systems. This has enabled the reintroduction of several beloved services and benefits, signaling a return to normalcy and a renewed commitment to customer satisfaction.
Addressing a key concern for many, Marks & Spencer has proactively announced that customers whose birthdays fell between the cyber attack and the current period—specifically in May, June, and July—are eligible to receive their free birthday gifts. They are encouraged to check their M&S Sparks app for details and redemption.
The company confirmed that its Sparks loyalty programme is now operating at full capacity, designed to offer a diverse array of “thank you” surprises and incentives. This robust program underscores M&S’s dedication to rewarding its loyal clientele.
Furthermore, M&S’s popular Coffee Stamp scheme is also set to be reinstated across M&S Cafés throughout the UK. This allows customers who have collected their six stamps to redeem a free coffee via their Sparks Hub during their next visit, adding another layer of appreciation for regular patrons.
Customers eligible for the birthday gift can anticipate a delightful surprise, with offerings varying widely from the beloved Percy Pigs confectionery to more luxurious items like a bottle of champagne, ensuring a diverse and exciting reward experience.
