What: Marks & Spencer (M&S) has introduced "The Parent Hood," its first-ever baby club exclusively for members of its Sparks loyalty program, offering savings and personalized offers across various categories.

Why it is important: The launch of "The Parent Hood" allows M&S to strengthen its relationship with family-oriented customers by offering a unique, value-driven proposition that encourages cross-purchasing and increases shopping frequency across multiple product categories. This initiative positions M&S to capture a larger share of the family market by meeting the needs of parents with tailored offers and fostering a sense of community.

Marks & Spencer has launched "The Parent Hood," a baby club exclusively for Sparks loyalty members, designed to bring together the best of M&S across clothing, home, beauty, food, and more. The free-to-join club offers parents significant savings, including 10% off baby grows for 12 months and personalized offers across a wide range of products. By fostering a community and offering tailored advice, inspiration, and exclusive deals, M&S aims to grow its market share and deepen engagement with new and existing family customers.

M&S launches 'The Parent Hood': A new baby club for Sparks members