How Target Circle Redefines Loyalty Programs with Personalization and Convenience

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Target Circle stands out as one of the largest and most recognized retail loyalty programs, boasting over 100 million users. Let’s explore how this program elevates the customer experience while fostering loyalty and driving business growth for Target.

What You’ll Learn:

• How Target offers flexible options for Target Circle members
• Incentives and deals offered to Circle members
• The value of customer convenience throughout Target Circle
• The use of personalization within Circle

Flexible Membership Options

Target Circle is an expansive loyalty program with flexible options for different types of consumers. Within the program, Target consumers can choose between three kinds of memberships:

1. Target Circle: a free membership for consumers to receive deals and bonuses. Members receive:

• Personalized deals
• Early access to sales
• A 5% off birthday gift
• Digital coupons and exclusive deals 

2. Target Circle Card: a payment option with credit, debit and reloadable offerings. Target Circle Card members also receive: 

• An extra 5% off savings instantly, in-store and online   
• Free 2-day shipping on a large selection of items
• No-rush returns with an extra 30 days

3. Target Circle 360: a paid membership for $99/year or $10.99/month focused on ease and convenience. Other benefits include: 

• Unlimited Same Day Delivery to multiple addresses
• More access to dozens of retailers through the Shipt Marketplace, a same-day delivery service
• Free 2-day shipping on a large selection of items
• No-rush returns with an extra 30 days

Deals and Incentives to Keep Coming Back

Target Circle offers customers more than just standard percentage discounts, providing a variety of creative ways to save. For example, in January, Target Circle 360 members enjoyed the option of selecting complimentary items from a curated collection. Additionally, Target Circle Week serves as a special event where members can access some of the store’s best deals online and in-store. During the holiday season, members also benefit from “Deal of the Day” promotions.

This approach ensures shoppers have multiple options to maximize their savings, from exclusive discounts to unique membership perks, catered to different shopping preferences and needs. By offering diverse and flexible savings opportunities, Target keeps customers engaged and encourages continued loyalty.

Increased Convenience for Online and In-Store Purchases

In April 2024, Target updated Circle to automatically apply deals at checkout. Previously, shoppers had to search for deals and click to add them to their purchases. This new automatic approach creates a more seamless customer experience with increased convenience. 

Target’s focus on convenience is also visible in the blending of its online and in-store shopping experiences. Whether customers are shopping in-store, online or in the Target app, Target Circle members can access deals, rewards and benefits seamlessly.

Additionally, Circle members receive deals and benefits across all of Target’s shopping platforms. The retailer offers in-store pickup, drive-up services and same-delivery for 360 members, with Target Circle deals and promotions accessible for each shopping method.

Personalized Promotions

A standout value of Target Circle is the amount of personalization offered to shoppers. Target analyzes purchase history, preferences and browsing behavior to provide personalized promotions and deals. For example, customers can receive a discount on a product they repeatedly purchase (shown below).