Target has recently announced the launch of a new subscription service called Target Circle 360. This new service will offer free, unlimited delivery and rush shipping on online orders for an annual fee of $99. With the rise of e-commerce giants such as Amazon and Walmart, Target is looking to compete by offering a similar subscription service to its customers.
Target Circle 360 members will benefit from free two-day shipping and free same-day delivery on orders of $35 and up. The subscription plan is set to debut on April 7, with a special launch promotion pricing of $49 until May 18. This new service is not entirely novel, as it seems to be an upgraded version of Target’s existing delivery offerings, such as Shipt.
With Shipt already offering free same-day delivery for $99 a year and Target.com providing free two-day shipping for orders over $35, Target Circle 360 seems to be a combination of these two services without any order minimums. For existing Shipt subscribers, the new $99 plan may not offer significant differences. Additionally, Target Circle 360 will grant access to the Shipt Marketplace, enabling free delivery from other stores as well.
Target’s introduction of Target Circle 360 comes at a time when the distinction between online shopping and brick-and-mortar retail is becoming increasingly blurred. Both Target and Walmart leverage their physical stores and warehouses for fulfilling online orders, similar to Amazon’s extensive network of fulfillment centers. Although Target may not be able to directly compete with Amazon Prime’s delivery capabilities, it aims to attract customers by offering a comparable membership program.
Target’s launch of Target Circle 360 marks the company’s attempt to stay competitive in the ever-evolving e-commerce industry. By providing free, unlimited delivery and rush shipping through a subscription model, Target aims to enhance the shopping experience for its customers and entice them to choose Target over other retail giants. It will be interesting to see how this new service impacts Target’s market share and customer loyalty in the long run.
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