Another example of ASANT. In our store, training was conducted earlier last week. It was strange that each and every transaction faced the "speed bump" obligating the guest to sign up or press "no thanks". As my work shift progressed, I became more proactive in bringing up Circle with my guests to minimize transaction delays, but had our store not put us through the training, I'd be really confused. Some people with the Target app already had Circle. Of other guests, about half signed up and about half didn't.
Some guests may not want "data mining" of their personal shopping habits by store frequent-shopper programs. Many retailers today pressure their customers into using frequent-shopper programs, and in many cases stores will not allow customers to obtain advertised sale prices unless they enroll in their store's program. (Target Circle is not that restrictive at this time). Walmart and Trader Joes have resisted this frequent-shopper-program trend, so they doubtless attract many "I don't want to be tracked by Big Brother" customers. However, unless you are paying your bill with paper currency and coins, big stores including Walmart and Trader Joes can and do track all purchases associated with a specific credit or debit card, so they can use that info for some types of data mining allowed by card issuer's privacy policies.