Next year, Target plans to make its REDcard debit and credit cards available as payment options on Google Express, allowing those shoppers to take advantage of the card's five percent discount on orders and free shipping.
Target is the latest brick-and-mortar brand to sign on to accept requests made by owners of the Google Home through their voice-activated Google Assistant (aka "Okay, Google") for delivery or pickup via its local online shopping marketplace Google Express.
Target customers will also be able to opt in to receive personalized recommendations and a quick re-order experience based on past Target purchases: so if you want more LaCroix sparkling water or Archer Farms trail mix, your Google Assistant will already know which size and variety you bought from Target last time.Google assembles Amazon's competitors on their voice assistant platform to battle Amazon's Alexa. We launched Google Express and shopping on the Google Assistant to do just that: "make it faster and easier for you to shop your stores like Costco, Target and Walmart".
These partnership on voice-activation comes roughly a year after Google Home debuted as a Connected Home product to augment Google Assistant. "So we're excited to offer this service nationwide in time for the busy holiday season", said Mike McNamara, Target's chief information, and digital officer.
Google previously charged $10 a month or $95 per year for Express, but recently dropped its membership fee for the service as it struggled to keep pace with Amazon's growth. Shoppers who want to reorder their favorites have to link their Walmart account to Google Express. These companies all likely see a major threat in Amazon, which now soaks up 40 cents of every dollar spent online in the U.S. and has become the default search engine for product searches for most Americans, according to researchers. A full rollout of voice ordering is expected to come to all of Panera's 2,000-plus USA locations by the end of the year, the company has said.
Like many retailers, Target has been offering more shopping options.
This will include using voice command to pick up orders in store and using voice shopping to purchase fresh groceries, he said. But Target is aiming to flawless the response to shoppers telling the Google Assistant, "Google, find me a red dress".