Target's decision to detach its loyalty program from its branded credit card is paying off. The retailer began testing Target Circle in March of 2018, expanding the test in early 2019 and finally staging the nationwide rollout in the fall, by which time the loyalty program had over two million members. A year later, Target Circle has added more than 70 million more. Furthermore, the data indicates that they are spending.
Target Circle offers have totaled nearly $2 billion over the year since it rolled out. Rewards, where customers can earn 1% back on purchases, have reached nearly $200 million, according to Target.