Target pilots new loyalty initiative

Target is testing out a new loyalty programme, Target Red, that includes such benefits as cash back on later purchases. Users can also save 50% off a first-year membership on same-day delivery with Shipt, and receive free next-day delivery with Restock.

Shoppers in the Dallas-Fort Worth area can enrol in the pilot via the retailer’s app. They’ll then be able to start redeeming rewards online or in stores through their wallet in the app, as well as vote for local organisations to help direct Target’s community giving.

“When developing Target Red, we went straight to our guests to better understand what would be most meaningful to them in a loyalty programme,” says Rick Gomez, Executive Vice President and Chief Marketing Officer, Target. “That’s what they’ll see reflected in this test, a free and easy way to be rewarded simply for shopping at Target. On top of the shopping benefits, the programme also aims to create a more personalised experience for our guests.”