Benefits include a 1% discount for each future trip for many customers. (Target REDcard credit- and debit-card holders, who already receive 5% off their purchases, will not be able to earn that extra 1%.)
Another perk is a "Help Us Help Others" feature. A Target spokesperson explained how it works: With each purchase, Target Circle members earn one vote. Using the Target app or Target.com, guests are able to cast their accrued votes for participating nonprofit organizations in their area.
At launch there will be 800 nonprofit organizations from which to choose. The company didn't specify whether the donation will be in the form of merchandise or money.
The company plans to automatically enroll customers who have Target.com accounts or Target RedCards into the program. It will also automatically enroll those who participate in Cartwheel, an existing discounts program that will be integrated into Target Circle on Oct. 6. Patrons can also sign up at checkout with a phone number at any Target store starting Oct. 6.
There is no physical card as part of the program. Instead, guests can participate using the Target app, Target.com or their phone number in stores.
Target Circle has been tested first in Dallas-Fort Worth, Charlotte, Denver, Indianapolis, Kansas City and Phoenix. Based on positive reception, the company decided to offer it in all stores.
Target was trading down 2.02% at $107.63 Monday toward the close.