USA Today reports that Target is planning an October national rollout of its Target Circle loyalty program that “offers personalized deals and supports local non-profits … shoppers will earn 1% on every purchase to redeem on a future Target trip. They’ll also get personalized offers like a birthday discount of 5% and can cast votes to help direct Target’s giving to approximately 800 nonprofit organizations.”

The story notes that “in April 2018, Target Circle launched as a pilot in the Dallas-Fort Worth area, and in February it expanded to Indianapolis; Phoenix; Denver; Charlotte, North Carolina; Kansas City, Missouri; and Kansas City, Kansas.” Target says the tests have exceeded expectations.

KC's View: Loyalty programs produce data. Data can prompt action. Action can prompt consumer behavior. And hopefully consumer behavior generates even more data. Creating a circle that gives a retailer an advantage over businesses not generating and acting on this kind of data.