Target Circle

One of the largest retail loyalty programs in the U.S., serving as the first-party data backbone for Target's Roundel retail media network

Target Circle is the loyalty and rewards ecosystem operated by Target Corporation, one of the largest U.S. retailers. Launched nationally in October 2019 after a multi-year pilot, Target Circle replaced the older Cartwheel savings app and integrated with the REDcard program to create a unified loyalty experience. Members earn 1% on purchases, access personalized deals, and can vote to direct Target's community giving to local nonprofits. In 2023, Target revamped the program into tiered tiers — Target Circle, Target Circle Card, and Target Circle 360 — to better segment and reward its most loyal customers. From an AdTech and retail media perspective, Target Circle is a cornerstone of Target's first-party data strategy. The program collects rich behavioral and transactional data on tens of millions of opted-in shoppers, which fuels Roundel, Target's retail media network. This data enables highly targeted on-site and off-site advertising for brand partners, making Target Circle a critical infrastructure layer for personalization, audience segmentation, and closed-loop measurement. Target Circle competes directly with loyalty programs from Walmart, Amazon Prime, and Kroger Plus, among others. Its significance in the AdTech ecosystem lies in its role as a first-party data engine that powers Roundel's advertising products, helping CPG brands and other advertisers reach verified, purchase-intent audiences at scale with measurable outcomes.