Target Expands Loyalty Pilot To Five Additional Markets

Target will expand its Target Circle loyalty program pilot from Dallas to five additional markets on Feb. 19. Stores in Charlotte, N.C., Denver, Indianapolis, Kansas City, Mo. and Phoenix will all offer the new perk system, which is open to all loyalty members.

While the new program includes 1% back on all Target purchases and birthday rewards, its standout feature is personalization: certain rewards will be customized based on each customer’s shopping behavior. Target will determine which category is most relevant to the shopper, with possibilities including clothes, a DVD or groceries.

Target Circle members receive free next-day delivery through the Restock service, and 50% off a one-year Shipt membership. The new program also includes a charitable component that lets shoppers choose which local nonprofits Target should donate toward. The retailer has already donated $250,000 to approximately 50 different organizations in the Dallas area.