With the holidays right around the corner, Target is introducing a loyalty offering called Target Circle. Set to launch across the country October 6th, Target Circle will offer a variety of perks and create a more seamless deployment of rewards and promotions under the Target brand.
Automatic Enrollment For Target Red Card Holders And Cartwheel Members
Target shoppers who already have Target.com, Cartwheel or Target RedCard accounts will be automatically enrolled in Target Circle, and new guests can sign up at Target.com. In an effort to create less friction when shoppers want to take advantage of promotions and perks, Target will be folding the Cartwheel program into Target Circle and renaming it Target Circle Offers. According to the Target announcement, “This change [to Cartwheel] brings all money-saving benefits together under the Target Circle program, creating a more seamless, intuitive shopping experience.”
Target Circle Allows Guests To Give Back
“We worked directly with guests to develop Target Circle, and 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,” said Rick Gomez, EVP and Chief Marketing and Digital Officer at Target.
The Target announcement explains, “Target Circle members will have an opportunity to cast votes to help direct Target’s giving to approximately 800 nonprofit organizations in their local communities.” Target’s philanthropic endeavors are widely known to be a part of their brand image, and by now including Target Circle shoppers in that philanthropy, Target offers some transparency into their giving and taps into those shoppers who like brands that align with causes.
Target Circle Offers An Opportunity For Target To Engage With A Wider Range Of Customers
Consumers like loyalty programs, with 69% of shoppers saying they are more likely to shop somewhere that offers rewards. And rewards programs are a good way to reach customers who may not be store credit card holders, yielding first-party data that otherwise would have been difficult to harness. Millennials in particular have a testy relationship with credit cards, but they still enjoy rewards. Target Circle’s pilot program has, so far, shown good results, with 2 million guests enrolled and 14 million transactions completed.
Loyalty programs offer benefits to brands and consumers and should be deployed thoughtfully, taking into account the kind of shopper who will most benefit and the goals of the brand. Target continues to innovate to create better experiences for their shoppers, as the big box brands and online retailers compete for the attention of busy consumers.