Target Ending Pilot Program That Rewarded Customers For Using Cartwheel App

Image courtesy of Mike Mozart

Last year, Target began testing a pilot rewards program that allowed some users of its Cartwheel app to earn points redeemable for merchandise based on how much they spend at the register when using the app. Now, that test is coming to an end. 

Target recently began notifying customers participating in the pilot program that the retailer will begin phasing out Cartwheel Perks next month.

Under the loyalty program, which was being tested in Denver, Houston, San Diego, St. Louis, and Raleigh, customers could earn reward points for every dollar spent at the store, excluding pharmacy and gift card purchases. Once a shopper accumulates a certain number of points, they can select from pre-determined rewards, including free sunglasses, laundry detergent, and athletic apparel.

Target announced the program’s discontinuation in an email to users, noting that existing Perks users have through Aug. 27 to earn Perks points.  They must then make their final Perks selections by Sept. 27 and must redeem the rewards by Oct. 27.

In responses to customers on Twitter, Target notes that it decided to wind down the program after analyzing its impact.

“Creating simple, convenient and fun digital tools for Target guests means listening carefully to guest feedback and regularly making adjustments based on what we hear,” a rep for Target tells Consumerist. “That’s why we’ve begun phasing out the pilot Cartwheel Perks program we’ve been testing in five markets.”

The retailer says that it “looks forward to sharing more about exciting changes coming soon to the Cartwheel and Target apps.”

Don’t End It!

News of the discontinuation wasn’t exactly received well by customers using the program.