Target Corp. is getting even more up close and personal with consumers.
The Minneapolis-based retailer said today that it will roll out on Oct. 6 a new loyalty program, called Target Circle, which it described as an easier, more personalized shopping experience. Target Circle also has a charitable component that will allow consumers to have a vote in directing Target’s giving initiatives.
Other benefits of the free Target Circle program include: earning 1 percent on every Target visit to redeem later; personalized deals and perks, including a birthday surprise, and early access to special sales throughout the year.
Target Circle is designed to complement Target’s RedCard program by offering perks and special deals for all consumers, including those who aren’t interested in acquiring a new credit or debit card. RedCard holders will continue to save 5 percent on every purchase.
To make it easy for consumers to begin realizing the benefits of Target Circle, those with target.com, Cartwheel or Target RedCard accounts will be automatically enrolled in Target Circle. To sign up for the new program, consumers can create a target.com account, apply for and use a RedCard or provide their phone number in a Target store.
“Our guests are at the center of everything we do, and we’re always looking for ways to create even easier, more rewarding shopping experiences that give them another reason to choose Target,” said Rick Gomez, executive vice president and chief marketing and digital officer of Target. “We worked directly with guests to develop Target Circle. The program includes the benefits and perks they told us were most important to them, from earning on every trip to having the opportunity to help Target make a positive impact in their local communities.”
As part of Target’s longstanding commitment to giving back, Target Circle members will have an opportunity to cast votes to help direct Target’s giving to some 800 nonprofit organizations in their local communities. With the national expansion of Target Circle, the retailer is integrating its popular Cartwheel savings tool into the program and renaming those deals as Target Circle offers. The change unites all money-saving benefits under the Target Circle moniker for a more seamless and intuitive shopping experience.
Target Circle was tested over the course of 18 months in several regions of the U.S., including Dallas-Ft. Worth; Charlotte, N.C.; Denver; Indianapolis; Kansas City and Phoenix. According to the retailer, consumer response was overwhelmingly positive, with Target Circle members saving more and spending more than customers who aren’t enrolled in the program. More than 2 million shoppers have signed up for Target Circle and completed more than 14 million transactions, and cast votes to donate more than $500,000 to local nonprofit organizations.