Target Circle Bonus
Driving engagement with Target’s highest-performing Same-Day fulfillment methods.
We developed a personalized offer for Target Circle members that incentivizes specific purchase behaviors, allowing them to earn extra benefits through qualifying purchases.
100M
active annual members
12.3M
unique users (Holiday 2020)
$51.4M
incremental sales (Holiday 2020)
How it all started…
When Target Circle first launched, it had three core benefits. The earnings, in particular, were limited for some of our most loyal users, RedCard holders.
Target Circle wasn’t working hard enough for our users or the brand. We launched the Target Circle Bonus to remove barriers to participation and demonstrate value.
Initial Target Circle Core Benefits
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Access to personalized and Target-wide offers.
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Earn 1% back when using non-RedCard payments.
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Help Target decide where to give in your community.
“I called my sister right away to tell her how great Drive Up is and I plan to tell everyone I talk to. I’m just upset I haven’t used this sooner.”
-Target user who experienced Drive Up for the first time after completing their Target Circle Bonus
Business Value
Increased basket size by making it easier to earn and redeem Target Circle benefits
Developed a tool to target specific guest segments within our digital lifecycle model
Introduced users to the highest-performing fulfillment methods, increasing NPS and brand sentiment
User Value
Increased the value of being a Target Circle member by introducing new ways to earn, especially for RedCard holders
Democratized loyalty benefits by giving those who don’t shop with us every day a reason to come back
