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Starcount to partner with M&S in new customer insight collaboration

London – Starcount will partner with retail giant Marks and Spencer, as part of the retailer’s ongoing programme of change under its five-year transformation plans. The partnership will help enhance customer understanding and insight through personalisation of M&S’ loyalty and CRM programmes including M&S’s Sparks Card.

Sparks, which currently has over 6 million members, is a key tool for customer insight and engagement and central to helping M&S become a digital-first retailer. Starcount, led by Edwina Dunn and Clive Humby, will utilise its pioneering and innovative approach and technology to map out customer passions in order to predict future buying behaviour.

“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.”

Edwina Dunn, CEO, Starcount, said: “We are delighted to be working with M&S and partnering with them on predicting their customers’ wants and needs. Starcount’s expertise is the science of purchase and intent, understanding the ‘why’ behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience.”

Rob Weston who was appointed Marketing Director, Brand & Customer as part of the restructure, said: “I am really looking forward to working with Starcount in my new role. 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.”

Starcount is a data science company, blending proprietary technology and machine learning with a deep expertise and pedigree in data-based insights. Fuelled by global, real-time and diverse datasets, Starcount works with clients to navigate and map their customers and their passions, predicting future buying behaviour.

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