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Target Mulls Paid Loyalty Program

February 8, 2024

Target could soon be following in the footsteps of competitors Amazon, Walmart and Kroger by introducing a paid membership program, according to reporting by Bloomberg and other media outlets quoting people familiar with the matter. Titled “Project Trident” internally, the new program could launch as soon as this year.

The retailer already offers its free Target Circle loyalty program, providing members with deals and rewards for purchases. A paid program would likely include other benefits, including incorporating services from Shipt, the grocery delivery business Target purchased in 2017.

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