Target's Latest Moves to Improve Customer Experience
Target's latest moves are centered on improving the customer experience, from a new loyalty program to putting on its first event that will tie shopping and experiences together, while providing it social and digital content.
TARGET'S NEW REWARDS PROGRAM
Next month, Target will launch a new loyalty program to appeal to shoppers who don't want to sign up for a credit card. The new rewards program, called Target Red, will begin with a test in the Dallas-Fort Worth area, according to the Minneapolis Star-Tribune.
“We know not everyone wants another credit card,” said Joshua Thomas, a Target spokesman, told the Star-Tribune. “So we want to find a way to grow our relationship and affinity with those guests.”
Shoppers who sign up for a free Target Red membership can use 1% of their purchase totals toward their next Target shopping trip, will get a waived $5 fee for Target Restock, and receive half off the first year of a $99 membership to Shipt to access Target’s new same-day delivery service, the Star-Tribune said. Target Red members also will get to vote on which organizations Target should focus its charitable giving.
Target's current Redcard credit card program gives shoppers a 5% discount off every purchase at Target and provides free shipping from Target.com. Target also announced this month free two-day delivery is now available, providing shoppers spend at least $35 or pay with their REDcard.
Getting into Event Planning
In addition to offering a non-tender loyalty program, Target is getting into the concert business. The retailer will host the Ultimate Family Festival at Brookside at the Rose Bowl in Pasadena, CA, on March 25th. The move comes at a time as more and more retailers are searching for ways to improve the overall customer experience related to their brands. Levi's for example connects the brand to music and sports via its Levi’s Stadium (home of the San Francisco 49ers).
Target's music festival event will tie into its upcoming launch of its limited-edition Hunter for Target collection. The festival will offer attendees the first chance to shop the collection, which doesn't drop until April 14, at an on-site pop-up shop.
“[The event] will also serve as a backdrop for our marketing campaign, which is something we’ve never done before and are really excited about," said EVP and CMO Rick Gomez, Target. "We’ll leverage the festival to capture content that we’ll then immediately share on social and digital, highlighting the incredible collaboration and how it came to life at the Ultimate Family Festival."
Tickets are required for the free concert and the lineup includes OneRepublic, Charlie Puth, Charli XCX, Troye Sivan and DJ Questlove.
“The Hunter brand spirit is very much about the emotional connection of wearing our product tied to an experience or moment: from the memories that are evoked from a first festival to kids jumping in puddles,” said Alasdhair Willis, creative director at Hunter. “Together, we will deliver an incredible experience direct to the consumer, telling the story of our fantastic collaboration product and bringing it to life at the Ultimate Family Festival.”