Getting 50 Million Sign-Ups Was the Easy Part of Target’s Loyalty Program

Now, Rick Gomez and his team will take that data and personalize your shopping experience

Editor: Breana Mallamaci
Headshot of Stephanie Paterik

Target’s Rick Gomez says making the shopping experience easier and more personalized is his No. 1 goal in 2020. Just elevated to the position of chief marketing, digital and strategy officer, Gomez is taking what he knows about marketing a $75 billion retailer and applying it to making the guest experience second to none. It starts with Target Circle, the brand’s new loyalty program.

“There’s so much synergy between insights, innovation, strategy, marketing, digital, and when those disciplines come together that’s when we can get some really big ideas,” Gomez tells us in this week’s episode of Top of Mind.

Watch above for more insights on how the Minnesota-based retailer differentiates itself from other big box stores and how it is leveraging Roundel, its in-house agency, as a new revenue stream.

And to learn more from Gomez and how leads his Target team, listen to his CMO Moves Podcast here.

@stephpaterik Stephanie Paterik is the executive editor of Adweek, where she leads the editorial staff and strategy.