Target (TGT) - Get Report announced that it is ending its Cartwheel Perks loyalty program, a membership that allowed Target in-store customers to gain points each time they made purchases they could redeem for a variety of goods.

"Creating simple, convenient and fun digital tools for Target guests means listening carefully to guest feedback and regularly making adjustments based on what we hear," Target told CNBC. "That's why we've begun phasing out the pilot Cartwheel Perks program."

The program ran as a test in September in Denver, Houston, San Diego, St. Louis and Raleigh-Durham, NC. Existing users are still eligible to earn points until August 27 and must make selections of what they want to redeem by September 27, Target said.

"We had many learnings about how to engage and reward guests that we plan to leverage in the future," Target said about the pilot. "We look forward to sharing more about exciting changes coming soon to the Cartwheel and Target apps."

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