Despite considerable turmoil over the past decade, Marks & Spencer's level of customer retention has improved tremendously, according to the market-research firm TNS. M&S's retention rate is second only to ASDA. The company beat out rivals Waitrose, J Sainsbury, Tesco, ALDI and Wm Morrisons. "These [loyalty] figures show M&S is a real success story. Back in 2000, sales were falling and credibility was low. But the effort to modernise the brand has been hugely successful," said Gemma McIntosh of TNS.