Purchases through Target’s Redcard rose from about 6% in 2010 to 19% in 2013, but that momentum was interrupted by the retailer’s huge 2013 data breach, according to the Star Tribune. Since then the company has experimented with non-Redcard perks, especially through its mobile Cartwheel app, which has since been integrated into its flagship Target app.
This one boasts, “Free to join. No card necessary,” according to the company’s post, reflecting what customers told Target they want in a loyality program, according to a statement from Chief Marketing Officer Rick Gomez. Target hopes that the new loyalty tier being tested could be a ramp to full Redcard membership, Target spokesperson Joshua Thomas told the Minneapolis Star-Tribune.