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Target, Google partner to offer voice-activated shopping

RBR Staff Writer Published 16 October 2017

Target is expanding its offering via Google Express across the US after the success of the trial run in California and New York City.

The new shopping platform is expected to include a voice-activated shopping option along with Target REDcard as a payment option in 2018.

The partnership also includes exploration and development of future digital experiences focused on Target’s signature style categories.

Target’s expansion on Google Express follows the online shopping company’s trial of home delivery shopping service in California and New York City. By expanding Google Express nationally, it is expected that more number of customers will visit Target’s shopping portal and shop from exclusive brands.

Target claims that the shopping items will be shipped from nearby Target stores and customers can receive their orders in two days.

Target chief information and digital officer Mike McNamara said: “In the markets where we’ve offered Google Express, guests tell us they love the ease and convenience of shopping Target through Google. So we’re excited to offer this service nationwide in time for the busy holiday season.

“What’s even better is that Target and Google teams are working on the next chapter, building experiences that digitally replicate the joy of shopping a Target store to discover stylish and affordable products.”

Google also stated that shopping will be available through its Assistance on eligible Android phones and iPhones, joining Google Home and Android TV. This move is also expected to provide customers with an option to shop from their devices using voice commands.

For Google Express shoppers, Target is planning to bring out its REDcard debit or credit card options available as an option next year. Consumers shopping on Target through Google Express will receive the benefits of REDcard, such as 5% off on most purchases and free shipping.

From next year, shoppers will get an option to pick up their orders in a Target store, when orders are ready in two hours and furthermore, consumers can link their Target.com accounts with Google for a personalised shopping experience.


Image: Target partners with Google to bring online shopping experience to customers. Photo: Courtesy of Target Brands, Inc.