TECHNOLOGY

Target widens ‘circle’ of loyalty

BY Dan Berthiaume

Target is expanding the pilot of a new loyalty program that comes with a local twist — and a birthday present.

The discount giant has been testing Target Circle in the Dallas-Fort Worth market. As of Feb. 19, it will add the Charlotte, Denver, Indianapolis, Kansas City and Phoenix markets to the pilot. The program, which has no fee, offers 1% of every purchase to redeem on later purchases (the discount cannot be combined with 5% cash back rewards on Target Redcard purchases). Members also receive personalized perks, including tailored discount offers and a special treat on their birthday.

In addition, Target Circle members can earn votes to help decide where Target will make local non-profit donations. In the Dallas-Fort Worth test market, Target says so far there have been millions of Target Circle purchases and customers have helped direct almost $250,000 in local donations.

“We’re building deeper relationships with guests and serving up the most personalized way to shop Target yet, all while encouraging everyone to choose Target again and again, said Rick Gomez, chief marketing officer and chief digital officer, Target.

Consumers in test markets can sign up online, via mobile app, or by giving their phone number at in-store checkout. Other benefits include 50% off a first-year membership with Target’s Shipt same-day delivery service and free next-day delivery with Target’s Restock delivery service (which usually has a $2.99 fee).

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