A shopper is seen in a Target store in Brooklyn's New York district.
Brendan McDermid | Reuters
Target said Monday that it will take the recently updated loyalty program, called Target Circle, nationwide starting October 6.
CNBC had reported back in February that Target piloted the program, which includes new perks as a birthday reward, in five markets ̵
Target said that over 18 months, more than 2 million people have already registered in Target Circle, which does not require the person to pay membership fees or have a target credit card. It said that these people have completed more than 14 million transactions, and that people using Target Circle spend more in stores and online than those not registered in the loyalty program.
"We see an advantage in building our guest base," Rick Gomez, Target's chief marketing and digital officer, said in conversation with media members. In the pilot phase, "engagement [has] exceeded our expectations," he said.
In addition to the birthday fee, Target Circle offers users 1% back on all purchases to redeem for future visits, early access to appointment days, personalized coupons and the unique opportunity for users to choose which local nonprofit organizations Target should donate to. They can choose from up to 800 organizations.
As part of the nationwide launch, Targe's existing coupon cartwheel platform will be integrated into Target Circle.
Target joins a list of retailers, including Macy's, Nordstrom, Nike and Kohl, who have invested more in the loyalty offer of late.
Targe's shares are trading near all-time highs, and the shares are up more than 60% this year.