Target to launch new expanded loyalty program

Target said it will expand a customer loyalty plan in early October with the national rollout of Target Circle. 

Target’s chief marketing officer Rick Gomez said Monday (Sept. 9) the goal with the rollout is to motivate shoppers to choose Target more often by providing meaningful benefits.

Target said shoppers will earn 1% on every purchase that can be redeemed on future shopping trips. They will also get personalized offers like a birthday discount of 5% through participation in Target Circle.

Target Circle first launched in April 2018 in test markets like Dallas-Fort Worth and was expanded to Denver, Kansas City, Charlotte, Phoenix and Indianapolis markets earlier this year.

“The program has been incredibly successful, exceeding our expectations,” Gomez said. “Over the last 18 months, more than 2 million guests have enrolled in Target Circle, completing more than 14 million transactions … spending more money at Target compared to guests who aren’t enrolled in the program.”

With the national expansion of Target Circle, the retailer said it is also integrating its Cartwheel savings tool, which allows shoppers to cash in on more than $1.6 million in discounts since mid-2013.

Shoppers who have a Target.com, Cartwheel or RedCard credit or debit card will automatically be enrolled in Target Circle starting Oct. 6. Consumers can also join by creating a Target.com account, or by giving their phone number in a Target store.

Target said non-RedCard loyalty members earn 1% on every Target transaction to redeem later. And the RedCard holders still save 5% off purchases made with their Target credit or debit cards.

The retailer said the 1% rewards can be redeemed on future purchases but they cannot be used for buying adult beverages, dairy products, prescriptions, gift cards or covering delivery charges.

With Target’s loyalty program, shoppers also will be able to earn 1% on purchases at the new Disney stores opening in 25 Target stores on Oct. 4 and at Target.com/Disneystore.

“We see this as something that offers tremendous benefit to Target’s business, but most importantly [it offers] great value to every guest who chooses Target,” Gomez said.