Target recently announced it is ending its Cartwheel Perks loyalty program.
The company made the announcement and sent an email to its members on Wednesday.
The email read: “Our perks pilot is winding down. Your participation and feedback has meant the world to us!”
The email reminded users that the last day to collect points toward perks would be August 27. Target says they have some “exciting changes” in the works and have plans to start a new rewards program, but that date has not been announced.
“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,” said a spokesperson from Target to CNBC. “That’s why we’ve begun phasing out the pilot Cartwheel Perks program.”
The Cartwheel Perks program began in September 2016 as a pilot program in Denver, Houston, San Diego, St. Louis and Raleigh-Durham, North Carolina. The program allowed Target in-store shoppers to accumulate points with each purchase and allowed members to redeem the points for other items.
The company developed the perks program hoping its customers would respond to it, and has said it will create a new program in the future.
“We had many learnings about how to engage and reward guests that we plan to leverage in the future,” the Target spokesperson said to CNBC about the pilot. “We look forward to sharing more about exciting changes coming soon to the Cartwheel and Target apps.”
Some Cartwheel Perks members took to Twitter to express their dissatisfaction about Target’s news ending the reward program.
Twitter reacts to loss of Target Cartwheel Perks
— Kelly Strona (@kellystrona) July 19, 2017
— Natalie Haas (@natalie_haas428) July 26, 2017
— ? (@JtotheAC) July 21, 2017
— Liz Rotz (@EllieAndAddie) May 15, 2017
I am so sad! I think this was a bad move. It encouraged people to shop their store.
— Heather (@Travelin_Family) July 22, 2017
Not everyone is upset about the termination of the Cartwheel Perks program. One Twitter user claimed they had no idea it existed in the first place.
— Seattle Rex (@SeattleRex) July 24, 2017