Target’s New Loyalty Offering Democratizes Corporate Social Responsibility

Corporate social responsibility is becoming a part of customer loyalty initiatives in new and exciting ways. Now, we’re seeing a loyalty program that lets consumers have a say in how a popular retailer directs its social-cause funds.
Target has announced plans to roll out its new loyalty offering, Target Circle, nationwide on October 6. This new offering was launched in anticipation of the holiday season, seeking to give guests a more personalized shopping experience, while helping create a positive impact in their local communities, with no membership fee required. The program’s benefits include: 

  • Earning 1 percent on every Target run to redeem later
  • Having a positive impact in local communities by voting on Target’s giving initiatives
  • Receiving personalized deals and perks, including a birthday surprise
  • Getting early access to special sales throughout the year
“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,” says Rick Gomez, Executive Vice President and Chief Marketing and Digital Officer, Target. “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.”
Target Circle is designed to complement Target’s RedCard program by offering perks and special deals for all guests, including those who currently may not be interested in acquiring a new credit or debit card. The brand has simplified enrollment; all guests who have a, Cartwheel, or Target RedCard account will be enrolled in Target Circle. New guests can sign up by creating a account, applying for and using a RedCard, or providing their phone number in a Target store.
As part of Target’s commitment to giving back, Target Circle members will have an opportunity to cast votes to help direct Target’s giving to approximately 800 nonprofit organizations in their local communities. With the national expansion of Target Circle, Target is also integrating its Cartwheel savings tool into the program and renaming its deals as “Target Circle offers.” This change brings all money-saving benefits together under the Target Circle program, with the intent of creating a more seamless shopping experience.
Target tested its new loyalty program in Dallas-Ft. Worth, Charlotte, Denver, Indianapolis, Kansas City, and Phoenix over an 18-month period. Guest response has been  positive, with Target Circle members saving more and spending more than guests who are not enrolled in the program. To date, more than two million guests have enrolled in Target Circle and completed more than 14 million transactions, while casting votes to donate more than half a million dollars to local nonprofit organizations.

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