Target announced at its financial community meeting this week updates to its loyalty program and own-brand assortment.
The own-brand move follows the launch of the Dealworthy everyday essentials label.
Meanwhile, as initially discussed at the financial community meeting, the company will reintroduce its Target Circle loyalty membership program, restructuring it into three levels:
- Target Circle. The free-to-join membership provides personalized propositions, member-exclusive sales throughout the year and additional perks and bargains will get easier to use. Based on customer feedback, Target will apply deals automatically at checkout so shoppers will no longer have to search for or add individual offers. Members also can earn Target Circle Rewards and take advantage of customized deals furnished through Target Circle Bonuses.
- Target Circle Card. What had been the RedCard becomes the Target Circle Card, which will continue to bestow an extra 5% off every day purchases, extra time to return items and free two-day shipping on hundreds of thousands of items on Target.com.
- Target Circle 360. A new paid membership, Target Circle 360 includes unlimited free same-day delivery for orders over $35 in as little as an hour with no delivery fees or markups, free two-day shipping, the ability to personalize experiences and access to Shipt Marketplace, which contributes same-day delivery from more than 100 retailers nationwide.
Target maintained it would add new benefits such as exclusive partnerships and product offers to the membership program over time.
With Dealworthy, a private label that encompasses 400 everyday value items across the home, apparel, beauty and electronics categories, Target is looking to further bolster an own-brand initiative said by Chairman and CEO Brian Cornell to be crucial to the company’s future. As such, Target is relaunching UpandUp, its largest and most expansive essentials brand, which will include new formulations, branding and packaging, as well as hundreds of new everyday items in storage, garment care, personal care, pet care and health, among other related segments. In addition, Target is launching Gigglescape a new toy brand consisting of plush, books, toys, games and other items for youngsters.
