If you’ve used Target’s Cartwheel app to earn coupons and free items, you may have received a surprising message announcing that Cartwheel Perks is “winding down.”
Target is canceling its Cartwheel Perks rewards program after launching it last September in five areas including Raleigh-Durham. Customers won’t be able to earn points after Aug. 27 or redeem points after Oct. 27, said Target spokesman Eddie Baeb.
Cartwheel Perks was part of Target’s Cartwheel app (launched in 2012), which lets customers use digital coupons in-store. Shoppers could rack up points with the rewards program to redeem them for coupons or free items like clothing and sunglasses.
Even though the Cartwheel app has had roughly 30 million downloads, Target wants to phase out Cartwheel, Baeb said. He did not give a date for when the app would be discontinued. The company will carry the digital coupon concept over into its mobile shopping Target app, he said. But the Target app won’t offer any sort of perks program for the “foreseeable future,” Baeb added.
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Target had already piloted another rewards program called Red Perks (available only in the Raleigh area) in 2015 before switching over to Cartwheel Perks. Baeb cited the area’s “size” and “diversity” as the reason it was selected again for the Cartwheel Perks program along with other cities including St. Louis and Houston.
The retail giant wants to revamp its app with an in-app mobile wallet, beginning by enabling Redcard holders to pay with their smartphones. Redcard is the Target debit or credit card that saves users 5 percent on each purchase, with some restrictions.
Target also plans to add “location technology” to the app to make it easier for shoppers to find their way around stores. Baeb compared it to using a GPS to find your way while driving.
“We want to make it that much easier and more convenient to get in and find what you’re looking for,” Baeb said.
Evie Fordham: @eviefordham 919-829-4654