Partnerships / Acquisitions

Google Adds Target To Its Voice-Activated Ecosystem

Aiming to compete better with the likes of Amazon and Walmart, Target announced news on Thursday (Oct. 12) of a new partnership with Google in which customers can use Google Express, its home delivery service.

What’s more, the retailer announced customers can shop Google Express via Google Assistant, its voice-activated digital assistant found on its Google Home devices and on Android TV. Soon Target customers will also be able to use it on Android smartphones and iPhones as well.

“Google Express helps you get your shopping done fast. You can use the Google Express app or website, Google Home or Android TV (we’ll get to that) to shop from retailers like Target and have the items delivered to your door,” Target said in a blog post. “The service is available across the continental U.S. (not including Alaska and Hawaii) and requires no shipping or service fees for delivery when you meet a retailer’s order minimum. And since the Target assortment comes straight from store shelves, your orders show up in just two days.”

In 2018, the retailer said customers will be able to pay with their Target REDcard and get 5 percent off most purchases and free shipping when they use Google Express. Customers will also be able to link their Target.com and Google accounts so Google Express remembers their favorite items and can tell a Google Home device to reorder, say, paper towels or cereal. Target shoppers will also be able to order online and then pick up their items in-store.

The company noted it has been testing Google Express for a couple of years now and has found shoppers use it the same way they do in stores, which means they start with a focus to purchase a couple of items but often expand the list.  

“We’re teaming up with Google to create innovative digital experiences using voice and other cutting-edge technologies to elevate Target’s strength in style areas, such as home, apparel and beauty. Work is underway for Google and Target teams to bring this all to life. So, stay tuned for more,” Target said in the blog post.

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