This mobile rewards programs uses lessons from gamification to progress toward the following:
Target’s rewards program bolsters its omnichannel strategy. Because the pilot rewards program is based on in-store purchases only, customers are engaging with Target across the physical and digital realms. Leveraging Target’s physical presence also gives it a significant advantage over e-commerce pureplays that cannot provide shoppers with the in-store shopping experience they are familiar with.
The company can drive up store visits with its rewards program. Giving consumers a monetary incentive to return to a Target location will likely drive up in-store foot traffic for the mass merchant. Driving shoppers to Target locations will not only provide a lift in traffic, but also in incremental spending as shoppers browse through the store.
— Business Insider on the REDperks program