Dive Brief:

• Target stores have announced a new online subscription service for consumers of baby-care products.
• Customers who sign-up for recurring deliveries of baby wipes, diapers and other essentials will receive several incentives.
• Target Subscription customers who purchase the goods online will be allowed to make returns for the items in-store.

Dive Insight:

Target incentivizes customers to purchase goods through Target Subscription by offering a 5% discount on baby care items when purchased using a Target credit card. The new pilot program is likely a competitive response to Amazon’s “Subscribe and Save” program. Target will allow customers to return items in-store if needed, a service that Amazon can’t offer its customers.