Growing Value and Loyalty — Not Just Revenue —Through Subscriptions [Total Retail]

Last month, Target unveiled its Target Circle 360 membership, an extension of its rewards program, sparking discussions on the potential of subscription models in retail. Such programs, exemplified by Target Circle 360 and others like Amazon Prime and Walmart+, offer more than mere transactions, fostering stronger customer loyalty through personalized benefits and omnichannel experiences. Leveraging first-party data for personalization and emphasizing commitment to subscribers are crucial for success. As retailers increasingly turn to subscription-based loyalty programs to drive revenue and loyalty, it's essential to understand their value and the competition they'll face. For more insights on optimizing subscription programs, read the full article by Sarah Jarvis, Communications and Propositions Director at Eagle Eye.