The collaboration is designed to enhance customer understanding and insight

The collaboration is designed to enhance customer understanding and insight

Clothing, home and food retailer Marks & Spencer has partnered with data science company Starcount in a bid to better understand its customers and predict their future buying behaviour.

The collaboration will help enhance customer understanding and insight through personalisation of M&S' loyalty and CRM programmes including the retailer's Sparks card, which currently has over 6m members.

Starcount, led by CEO Edwina Dunn and data science innovator Clive Humby, will use its technology to understand the 'why' behind M&S customer purchases to help deliver growth, profitability as well as a seamless customer experience.

Starcount's appointment follows a marketing team restructure last month to ensure the department is more closely aligned to the strategic priorities of the business.

Rob Weston, who was appointed marketing director for brand and customer as part of the restructure, 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."