Target Launches Target Circle to Improve Customer Engagement

Target has just announced a customer engagement program called Target Circle. The goal of the program is to create a deeper emotional connection with Target customers and to improve the in-store experiences that they have. The program offers fun surprises, community giving, and personalized perks. Members will also earn one percent on Target purchases, which can be redeemed in-store later on.
So far, members of the pilot program in the Dallas-Fort-Worth area of Texas have provided positive reviews and given nearly $250,000 to local causes. The company is excited to announce the expansion of the program into Charlotte, North Carolina; Denver, Colorado; Indianapolis, Indiana; Kansas City; and Phoenix, Arizona, in the next few weeks.
“A Target run is much more than checking items off your list—it’s about discovery, inspiration, and an effortlessly joyful shopping experience,” says Rick Gomez, Executive Vice President, Chief Marketing Officer and Chief Digital Officer at Target. “And we’re out to make that experience even more rewarding with Target Circle, offering guests more benefits and attracting new shoppers. 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.”
Customers can sign up for the program on the company’s website, on the mobile application, or in-store. Benefits of doing so include:

  • Earning one percent on every purchase to redeem at Target later
  • Earning votes to help direct where Target gives in local communities
  • Getting personalized perks
  • Saving 50 percent on on same-day delivery with Shipt (first-year membership only) and receiving free next-day delivery on essentials with Restock
As a result of these efforts, Target hopes to deepen engagement with customers through personalization and corporate social responsibility. As our own research has shown, these are both powerful motivators. By committing to personalized rewards and social responsibility, Target believes it can improve customer loyalty.

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