Target is adding a paid option to its loyalty program, offering free same-day delivery from the retailer’s Shipt subsidiary and its 100+ retail partners. The Target Circle 360 program’s annual $99 fee will be only $49 (for the first year) for customers who sign up from April 7, when the program kicks off, through May 18, 2024.
The retailer will still offer its free-to-join Target Circle loyalty program and plans to enhance it by providing its 100 million+ members with access to automatic deals applied at checkout. Program members will be able to earn Target Circle Rewards and save with personalized deals.
Amazon pioneered the paid loyalty program with Amazon Prime, which has been in operation for nearly 20 years and has more than 200 million members worldwide. Walmart debuted its Walmart+ program in September 2020, followed by Kroger’s Boost program in November 2021. CVS Pharmacy rebranded the paid portion of its loyalty program as ExtraCare Plus in January 2024, revealing that the paid program had 6.5 million members on top of the 74 million customers in the free program.
Target also has rechristened its Target RedCard credit card as the Target Circle Card. Cardmembers will earn an extra 5% off every day on top of other loyalty program deals and will be eligible for no-rush returns (an extra 30 days to return items) and free two-day shipping on hundreds of thousands of items on Target.com. Additionally, cardholders who want to join Target Circle 360 will pay the promotional price of $49 rather than the full $99 fee.
“We’ve prioritized building strong relationships with our guests since Target’s inception, and our reimagining of Target Circle continues that commitment,” said Cara Sylvester, EVP and Chief Guest Experience Officer at Target in a statement. “The new Target Circle experience was designed to flex and grow with our guests to deliver more value and ease — no matter how you choose to shop with us — so every visit feels personal, rewarding and made just for you.”
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