Retail giant Target has announced an all-new loyalty program called Target Circle, rolling out nationwide on October 6 2019.
Target Circle members will enjoy a 1% return on every purchase, personalised offers based on their shopping preferences, early access to exclusive sales and zero membership fees.
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Along with the standard “Birthday Club” perks that any loyalty program worth its salt will offer, customers can even choose which of Target’s 800 not-for-profit organisation partnerships a portion of their spending goes towards.
While Target has had a long-standing loyalty program in the form of REDcard, this new and improved program promises to be much more convenient, enticing, and successful in reeling in new customers.
The existing REDcard requires a big commitment from customers. People who wished to join it literally needed to apply for a debit or credit card.
So, How Does Target Circle Work?
Unlike REDcard, Target Circle simply requires customers to sign up either online, or provide their phone number to a staff member in any store.
Existing REDcard members will be automatically enrolled in the Target Circle program. Their loyalty status is transferred over, creating a seamless transition that extends Target’s loyalty program benefits to a wider pool of people.
Target Cartwheel (a completely separate app to REDCard where customers find limited-time coupons for discounts on various Target products, redeemable by scanning the barcode at POS) will also become defunct. Target Circle encompasses all of its existing perks plus more.
How is Target Circle Better?
On the technical side of things, Target Circle is designed to be much more intuitive of individual customers’ needs in order to provide a more personalised shopping experience with Target.
For example, a Target Circle member who purchases all his/her baby products from Target will receive personalised offers and exclusive discounts on relevant items such as diapers, toddler clothing, and other baby products.
The new and revamped program was implemented in six cities across the US over the last 18 months to iron out the kinks and make necessary adjustments. In this time, the tentative loyalty program accumulated 2 million members, whom helped shape Target Circle.
Target Executive Vice President and Chief Marketing and Digital Officer Rick Gomez said the retail giant worked directly with guests when developing Target Circle, in order to shape the program around what benefits and perks customers said were most important to them. This included earning on every trip, as well as having the opportunity to help Target make a positive impact on their local communities.
Target is the latest in a string of retail giants to drastically revamp their loyalty programs recently to be much more intuitive, convenient and personalised, including H&M, Lululemon and Macy’s (just to name a few).
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