Target has developed a secret, by-invitation-only app to connect Target designers with the customers who are the potential end-users of the merchandise. Membership in the service is limited to roughly 600 people (0.002% of Target shoppers), each personally invited to join, chosen from respondents to online research and satisfaction surveys generated at the checkouts. Participants are encouraged with points that can eventually be redeemed for discounts or gift cards, but those involved tend to be just as interested in being part of the company's design feedback loop. For example, the app has helped Target advance its new private label line of housewares, Made by Design.