Target has announced the launch of Target Circle 360, a $99 annual subscription service that will provide free, unlimited delivery and rush shipping on online orders. This new offering puts Target in direct competition with similar memberships offered by retail giants like Walmart and Amazon.
Upon closer inspection, Target Circle 360 seems to be more of a rebranding and upgrade of Target’s existing delivery services rather than a brand new offering. Shipt, a service owned by Target, already provides free same-day delivery from nearby Target stores for $99 a year. Additionally, Target.com currently offers free two-day shipping for online orders of $35 or more without the need for a subscription.
Target Circle 360 appears to be a combination of the benefits of Shipt membership and free two-day shipping, but with no order minimums. For those who are already subscribed to Shipt, the new $99 plan may not offer significant additional value. However, Target Circle 360 will also include access to the Shipt Marketplace, providing free delivery from other stores as well.
Target’s new subscription service comes at a time when the lines between e-commerce and brick-and-mortar retail are becoming increasingly blurred. Both Target and Walmart have been leveraging their physical store locations and warehouses to fulfill online orders. Meanwhile, Amazon continues to expand its network of warehouses and fulfillment centers, enabling faster and more efficient delivery options.
While Target may not be able to directly compete with Amazon Prime’s extensive delivery network, it can still attract customers by offering a similar membership program. By providing free and fast delivery options, Target aims to stay competitive in the e-commerce space and retain its customer base. With the launch of Target Circle 360, the retail giant is positioning itself as a viable alternative to Amazon and Walmart for online shoppers.
Target’s introduction of Target Circle 360 reflects the evolving nature of the retail industry and the growing importance of e-commerce. By offering a competitive subscription service with perks like free and fast delivery, Target is taking proactive steps to adapt to changing consumer preferences and stay relevant in a highly competitive market.
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