Target comes full Circle with its loyalty program - Brand Innovators

Target comes full Circle with its loyalty program

  • Target will relaunch its Target Circle loyalty program this April. The revamped program will include two service tiers: one free and one paid. 
  • The new paid option, Target Circle 360, will include free same-day delivery and free two-day shipping. The tier is being offered at a $49 introductory price for the first year. The price will increase to $99 per year after the introductory period ends on May 18. 
  • The retailer is also rebranding its store credit card, formerly Target RedCard, to align with the loyalty program. The new Target Circle Card will offer 5% off purchases and free 2-day shipping on many items. Cardholders will also be able to lock in the introductory rate for Target Circle 360. 

Many of the new Target Circle’s basic level features are familiar to consumers, providing deals that are automatically provided at checkout and loyalty rewards. The revamped Target Circle loyalty program resembles Amazon Prime by offering perks for payment, particularly free 2-day shipping. Indeed, the new Target Circle 360 is priced similarly to Amazon Prime—$99 a year after the introductory offer—and includes access to a broader Shipt Marketplace. Target officials asserted the new program was also better for consumers. 

“We’ve prioritized building strong relationships with guests since Target’s inception, and our reimagining of Target Circle continues that commitment,” said Cara Sylvester, Target’s executive vice president and chief guest experience officer, in a blog post. “The new Target Circle experience was designed to flex and grow with our guests to deliver more value and ease — no matter how they choose to shop with us — so every visit feels personal, rewarding and made just for you.”