M&S cashes in on Rapier’s Money strategy…

Marks & Spencer will launch a combined credit card and loyalty scheme next month, as part of the rebrand of its financial services offer as Marks & Spencer Money. Strategic and creative input for the revamp project is by Rapier.

The company is keen to bring its financial services business ‘closer to retailing’ in terms of its look and feel and tone of voice, according to M&S Money head of brand and communication Chris Larkin.

‘The financial services name is just a mouthful,’ he says. ‘Money is everyday language and closer in spirit to how our other divisions are described.

Rapier has worked on brand strategy, identity, signage, stationery and retail environments for M&S Money, as it looks to create greater ‘synergies’ with the rest of the business, explains Larkin.

‘We want to leverage the tone and photography that customers are already familiar with and speak to them in the same way,’ he says.

The credit card is named ‘&more’.The ampersand in the M&S brand is regarded as ‘incredibly iconic’, says Larkin, which was why it was chosen for the credit card identity. Ad agency TBWA worked on the development of the credit card and loyalty programme branding.

Existing M&S charge card customers will be switched to the credit card this month, while new customers will be able to apply for the card from 6 October.

Spending on the card will accumulate loyalty points that can be converted into vouchers to be redeemed at M&S stores.