Target has launched an aggressive campaign encouraging shoppers to join its Target Circle loyalty program, which expanded to all locations nationwide this week. 

Target Circle rolled out to the retailer's 1,840-some stores Oct. 6 following an 18-month test in six cities that garnered more than 2 million members. The program lets shoppers: 

  • earn 1% back on purchases, which can be redeemed on merchandise or services at Target, 
  • earn votes to influence which nonprofit the mass merchant donates to, 
  • receive a "special gift" on their birthday, and 
  • clip and access digital coupons (the retailer's Cartwheel savings tool was integrated into the new loyalty program and Cartwheel deals were rebranded Target Circle offers).

Shoppers can join the program through Target's mobile application, target.com/circle or at their local store. In stores, shoppers can redeem Target Circle offers and earn money back and votes by scanning their personalized bar code found within the retailer's mobile app, providing their phone number at checkout or paying with a RedCard connected with their Target Circle account. (RedCard holders enjoy all the benefits of the program plus 5% back on purchases instead of Target Circle's 1%.) Consumers earn money back, redeem eligible offers and earn votes automatically on purchases via target.com when signed in to their account.

The mass merchant is drumming up support for the program by offering new members digital "Launch Week" offers, including 10% of all skincare SKUs, 10% off Procter & Gamble's Tide, Charmin and Bounty SKUs, and 10% off Halloween costumes. An ad within target.com/circle plugs the offers, which expire Oct. 12. 

In stores, side panels, standees, door clings, multiple checkout signs, digital checkout ads, shelf signs calling out specific offers and ads within Target's red shopping baskets spotlight the new program, encouraging shoppers to join. Store employees at checkout also encourage shoppers to sign up for the program while paying, walking them through the steps of how to register. A home page leaderboard ad on target.com, social media updates, an Oct. 8 email and a video posted on Target's YouTube channel (see below) supports.