Target is making a big change to its rewards program, and it's happening very soon. However, not everyone is excited about this update.
Beginning April 7, Target plans to return its loyalty program, Target Circle. This time, it promises to give shoppers a more "personalized shopping experience," according to what Target announced in a news release.
Target Revamps Circle Program, Adds RedCard Deals
Target is changing its rewards system by merging the Target Circle loyalty program with its RedCard benefits, ensuring cardholders get automatic deals.
The company has stated that customers who are part of Target Circle can look forward to new perks, special partnerships, product offers, and more additions as time goes on.
"Today, looking towards the future, we are investing in ways that build upon what we do best, enhancing the shopping experience for our guests and strengthening our bonds with both existing and new customers," explained Brian Cornell, the head and CEO of Target.
It's important to mention there will still be a no-cost option to join the membership program that offers savings.
Target is giving its customers more choices with three membership options: Target Circle, Target Circle Card, and Target Circle 360.
In a recent announcement, Target explained the new system, which started with the Target Circle membership, which is free to join.
This basic membership, Target Circle, will provide customers with deals tailored just for them and exclusive sales only available to members.
One of the significant changes is that these deals will automatically apply when checking out, a move Target says comes directly from customer suggestions.
Additionally, customers can earn Target Circle Rewards by taking advantage of personalized offers through Target Circle Bonuses.
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Target Loyalty Update Sparks Mixed Feelings
Target's recent update to its loyalty program was meant to improve shopping for everyone, but it has left some customers unhappy.
The announcement led to a wave of reactions on social media.
One user on platform X shared their frustration, suggesting that Target is struggling. "Ughh, Target changing the name of the Red Card to the Target Circle card shows they're just trying to find themselves," they expressed. "They're ruining the unique Target shopping experience by forcing you to shop and pick up your items outside. Silly move," they continued.
Another person on X questioned the change in branding. "Changing RedCard to Circle card... Why? Do you think that name is better? I don't even think of a circle when I think of Target, but a bullseye. And I bet the new card design will be a mess. It gets worse every time," they commented.
Furthermore, another user bluntly stated, "Worst decision you could've made."
Target has tried different loyalty programs, such as Cartwheel Perks, which was discontinued in 2017. The company explained that it was "making adjustments" based on customer feedback. Gomez noted that Target is still fine-tuning the details before launching the Target Circle program nationwide.
"This approach is our way to expand," Gomez commented. He highlighted that the average American household is signed up for 29 loyalty programs, but less than half are actively used.
"Americans have a big interest in loyalty programs," he added.
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