Target shoppers can now make purchases through Google Home

Joanna Estrada
October 12, 2017

The move is Target's latest attempt to attract more online shoppers as the holidays approach. So shoppers can shout out orders to their phone while they're running around doing errands or just walking.

Target Corp. joins Walmart and Home Depot among others in partnering with Google on voice shopping as they seek to compete against Amazon's dominance with its Echo devices.

Today, for example, shopping for dry goods like coffee and paper towels through voice-enabled devices is more easily accomplished than picking out an outfit, where there are many more factors involved.

"At Google, we are focused on continued innovation and making Google Express a platform to help retailers like Target offer consumers a high quality seamless, end-to-end shopping experience", said Daniel Alegre, Google's president of shopping and retail.

Target and Google will also let shoppers buy with Target's store credit cards next year, which offer a 5 percent discount and free shipping. Shoppers will also have an option in 2018 to link their Target.com accounts to Google for a more personalized experience, similar to what Wal-Mart announced earlier this year.

Google's announcement today that shopping will soon be available via the Google Assistant on eligible Android phones and iPhones, joining Google Home and Android TV, will allow Target guests to make their "Target Run" from a phone exclusively using voice commands, a first for the company.

Like many retailers, Target has been offering more shopping options.

The nationwide home-delivery service broadens an offering that's been available in New York City and California for the past few years.

"Next year, we will also leverage our 4,700 USA stores and our fulfillment network to create customer experiences that don't now exist within voice shopping anywhere else", Marc Lore, head of Wal-Mart's USA e-commerce business, said in a blog post.

More devices are in the hands of shoppers. Even Apple has one coming out this year. Target says that it will give customers the option to link their accounts with Google Express for more personalized shopping.

Shortly following the launch of Walmart, Google Express is now adding Target to its growing list of available stores.

Amazon doesn't give sales figures for Echo, but Consumer Intelligence Research Partners estimated that the Seattle company has sold more than 10 million Alexa-powered Echo devices in the US since late 2014. And 29 percent of them use the device for some shopping, Forrester says.

Other national brands that have formally aligned with Google's voice-activated virtual assistant to accept spoken orders via the delivery marketplace Google Express, including Costco, Guitar Center, Kohl's, L'Occitane, Payless, PetSmart, Road Runner Sports, Sur La Table, Ulta, Walgreens, and Amazon's Whole Foods.

Other reports by Click Lancashire

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