Marks and Spencer Group plc said Feb. 6 that it partnered with data insights and analytics company Starcount to enhance the department store operator's customer understanding.
Under the partnership, Marks and Spencer will increase customer understanding and insight through personalization of loyalty and CRM programs, including the company's Sparks card, which has over 6 million members, the news release added.
The partnership is a part of Marks and Spencer's five-year transformation plan to become a "digital-first" retailer, the statement said. The company will use Starcount's technology to map out customer interests and predict future buying behaviors.
