Following what the retailer termed successful test programs in California and New York City, Target has expanded its partnership with home delivery service Google Express to the continental U.S. Target customers can use the Google Assistant for voice-activated shopping via Google Home devices and Android TV, with a promised expansion to eligible Android and iPhone devices in the near future.
The service’s product assortments will include items found in a typical Target store, and the brick-and-mortar locations will serve as fulfillment centers.
In 2018, Target will tie its private label credit card to the service, offering Target REDcard users 5% off most purchases plus free shipping. Customers also will have the option to link their Target.com accounts to Google Express, enabling more personalized recommendations and rapid re-order capabilities.
Target joins several other big-box retailers on the Google platform, including Walmart, Kohl’s, Costco, Home Depot and Ulta. Omnichannel retailers are seeking ways to combat the marketplace reach of Amazon and its Alexa voice-activated services.
“Target and Google teams are working on the next chapter,” said Mike McNamara, Target’s Chief Digital and Information Officer in a report from CNBC. “We are building experiences that digitally replicate the joy of shopping a Target store to discover stylish and affordable products.”