Just started back at Target after a 3-year hiatus. I thought it was bad when I left, but I can't believe how much more intense the conversion battle has become. We used to only require cashiers to push Redcards when prompted by POS, but my new store expects us to ask on every transaction and average one card per shift (hopefully this is a store-by-store decision and not best practice company wide). Sorry Spot, but do I really need to ask the little old lady who's only buying an $0.89 green pepper if she'd like to save 5% on her purchase today?
I'm going to be idealistic now...
If conversion isn't where corporate wants it to be, I think there comes a point where the higher-ups should revisit the incentives for guests, rather than relying on stores to dangle carrots (aka free bullseye-shop merchandise) in front of cashiers. Don't get me wrong...I think Target went in the right direction a few years ago when they switched from a one-day savings of 10% after spending $1000 (really?) to 5% every time you shop. And I know they've recently added an extra 30 days to the return policy for Redcard holders. But compare that to a store like Kohl's, where I save 20% every time I shop and almost always get extra discounts at the register (extra % off scratch-offs, Kohl's cash, etc.) and, in the mind of guests, it seems lousy.
Let's have some fun here...if it were up to you, what kind of incentives would you let Target offer to drive guests to sign up for and use their Redcard?