In response to the success of Amazon Prime and the growing popularity of Walmart+, retail giant Target announced its own paid loyalty program, Target Circle 360, on Tuesday.

Target Circle 360 offers a yearly membership for $99, but with a limited-time introductory price of $49 for those who sign up between April 7th and May 18th. This introductory price will also permanently apply to existing Target Circle cardholders.

The program’s perks include free two-day shipping and unlimited free same-day delivery on orders exceeding $35, delivered within an hour through Target’s acquisition, Shipt. Shipt’s marketplace access is also included, allowing members to shop from a wider range of retailers beyond Target.

“Our aim is to reclaim profitable sales, customer traffic, and market share growth by emphasizing what sets Target apart and makes it a superior shopping experience for our guests,” stated CEO Brian Cornell during a meeting with analysts.

The announcement comes after Target reported better-than-expected earnings and revealed plans to expand with over 300 new stores and renovations for many existing ones.

Target Circle 360 partially originated from the company’s 2017 acquisition of Shipt, a move that positioned them as a competitor in the same-day delivery market. “With this new foundation established, we’ll keep adding benefits and features based on what our guests value most, such as exclusive partnerships, special product offers, and more, to maximize their Target shopping experience,” said Cara Sylvester, Target’s executive vice president and chief marketing and digital officer. “This program embodies a full-circle approach, no pun intended, to how people shop today. Shopping is constantly evolving, and so are we.”