Happiness arrives in the U.S.: Target makes a decision and its members are amazed

The retail world in the United States is complex and difficult to compare in a simple way. Each major store has its own strategy, and although some share characteristics, few are completely alike. In the midst of this scenario, Target has decided to take a direction that's surprising its customers.

After years with a timid digital presence, Target launched its Target Circle 360 membership program in 2024, a bold move to attract a loyal and competitive audience. This strategy comes at a key moment, just in time to take advantage of one of the most important seasons for retail: back to school. Members are delighted with the exclusive benefits and discounts they can now enjoy.

A different model and a late bet on online commerce

Target, headquartered in Minnesota, has built its success mainly thanks to its physical stores, a formula similar to Walmart's. However, its approach to e-commerce has been much more conservative. While Amazon launched Prime almost two decades ago and Walmart+ has been active for four years, Target launched Target Circle 360 in 2024, which caused it to lose ground in the online battle.

Despite this delay, the company has managed to build a very loyal customer base that prefers the experience and convenience of shopping in its physical stores. According to The Street, Target has a prominent share in the preference of shoppers in the United States, especially among families and young people. This loyalty has allowed the company to keep its relevance while strengthening its digital presence.

Smart campaigns to win back the public and exclusive offers

To regain ground and attract new consumers, Target has launched two marketing campaigns focused on the back-to-school season, one of its highest-grossing periods. The first campaign, "Hey Mom, I'm at Target," is aimed at college students who still depend on family support. This campaign seeks to connect with them emotionally, highlighting that Target is the ideal place to get ready before going to college.

The second campaign, "All of the Above," focuses on younger students and teachers, highlighting the accessibility and competitive prices offered by Target. In addition, Target Circle 360 members enjoy a 20% discount for college students, an incentive that's already being very well received. These moves not only aim to increase sales but also to strengthen long-term loyalty.

In such a competitive and ever-changing market, Target is betting on its membership and smart offers to set itself apart and consolidate its position. The response from customers has been positive, which could mark a turning point for the company in American e-commerce.