Target expands subscriptions program

April 18, 2014

Earlier this week, Target announced a massive expansion of its Target Subscriptions program, which debuted quietly in September. Initially limited to baby-related products, the service allowed customers to designate certain items for recurring delivery, a la Amazon's "Subscribe and Save" feature.

This week's expansion of the program increases the number of items available for subscription from 230 to more than 1,600. Baby products are still included, joined now by health and beauty items, pet care, household and grocery items. Subscribers get an additional 5 percent discount on all items purchased via subscription, and the service includes free delivery.

In a blog post announcing the expansion, Target said the service is ideal for people who want to discreetly buy products that might be embarrassing to purchase in-person, such as hair re-growth products and diet aids.

Topics: Loyalty Programs , Marketing , Omnichannel / Multichannel

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