Target 2004 Annual Report Download - page 11

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9
Big Benefits in the Cards
Our “Expect More.Pay Less.” brand promise extends to
Target Financial Services, where we focus on strengthening
our guest relationships through our GiftCards and Target
REDcards (Target Visa and Target credit cards). These
cards provide compelling reasons for our guests to shop
at Target, offer desirable loyalty programs, benefits and
savings and contribute meaningfully to our profitable
growth. Similar to our overall merchandising approach,
Target’s GiftCards represent a collection of innovative,
seasonally-appropriate designs that satisfy a broad array
of gift-giving occasions and they are never subject to added
fees or expiration. During 2004, Target introduced GiftCard
Central, displays of multiple GiftCards positioned throughout
our stores, which made it easier for our guests to select
their preferred card style and which fueled GiftCard issuance
growth of more than 30 percent for the full year. Target’s
REDcards also present ways for our guests to “expect
more” and “pay less” — through special discounts, cus-
tomized offers and unique loyalty programs. For example,
by registering for the Target Pharmacy Rewards Program
and purchasing their next prescription with their REDcard,
Target guests receive a certificate for 10 percent off their
next visit to Target. In addition, guests earn a 10-percent-
off certificate on every 10th prescription they purchase with
their REDcard. Other benefits for REDcard guests include
opportunities for additional savings for our most loyal
guests, supporting schools through our Take Charge of
Education program, exclusive access to fashion tips and
information about products sold at Target and convenient,
on-line account administration. Also, in 2004, we introduced
the Target Business Card — offering enhanced reporting
features and flexible payment terms for our small business
guests who shop at Target.
GiftCards Their unique designs, versatility and convenience satisfy our
guests, while complementing Target’s brand and contributing to sales.
In 2004, Target GiftCard issuance and redemption totaled nearly $1 billion.
REDcards These cards represent a convenient payment option
for our guests and offer meaningful rewards, including opportunities
to support education, to receive information about products sold
at Target and to earn savings certificates. These exclusive offers
through our REDcards reinforce our strategy to drive sales, deepen
guest relationships and sustain our profitability.