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Target rolls out loyalty plan nationwide

Retailer is consolidating and streamlining discount programs

On Oct. 6, Target Corp. plans to roll out its loyalty offering, Target Circle, nationwide. The cardless loyalty program had been tested in Dallas-Fort Worth, Charlotte, N.C., Denver, Indianapolis, Kansas City, Mo., and Phoenix starting in April 2018. In February the program name was changed from “Target Red” to “Target Circle.”

“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, Target, in a statement. “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.”


According to the Minneapolis-based discount store retailer, Target Circle offers customers who enroll 1% back on each purchase, which can be redeemed at a later shopping trip. Members also can vote for local organizations to help direct Target’s community giving. Other benefits include early access to sales and personalized deals. 

Target Circle is designed to complement Target's existing debit/credit cards, RedCard, according to the company’s statement. Target is also integrating Cartwheel, its savings tool, into the loyalty program and renaming its deals as “Target Circle offers.” 

All Target customers who have a, Cartwheel or Target RedCard account will be enrolled in Target Circle, according to the statement. 

“This change brings all money-saving benefits together under the Target Circle program, creating a more seamless, intuitive shopping experience,” said the retailer. 

Target currently has more than 1,855 stores.

Contact Gloria Dawson at [email protected]

Follow her on Twitter: @GloriaDawson

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