Target joins other retailers in offering voice shopping

Doris Richards
October 12, 2017

In fact, Walmart, which went live with voice shopping last week, is integrating its easy reorder feature - which has data on both store and online purchases - into Google Express.

Target is making a big move into Google Express. (TGT) said that it is deepening its partnership with Google.

Target shoppers nationwide will now be able to make purchases on Google Express, after a successful test on the platform in California and NY, the company announced Thursday.

For example, a shopper might say to the Google Assistant on Google Home: "Google, order me shampoo". Target says that it will give customers the option to link their accounts with Google Express for more personalized shopping. Shoppers will be able to get deliveries within two days since the items will be shipped to a nearby Target store for free provided the purchase meets the $35 order minimum.

"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", said Target's chief information and digital officer, Mike McNamara. Target shoppers will also be able to link their Target.com accounts with Google for more personalized shopping.

Companies, like Wal-Mart and Target are still finding ways to grow with Google, promising more to come.


"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.

For Target, the expanded Google partnership follows a series of steps created to tackle one of the primary challenges facing its omnichannel strategy by rivals like Amazon. In August, it acquired a software company that manages local and same-day deliveries, and it's also now offering curbside pickup of online orders in the Twin Cities area.

Beginning in 2018, guests will have the option to pick up their orders in a Target store, where orders are ready in just two hours.

The voice-activated ordering is now available in Panera's hometown of St. Louis and at its six locations in the Silicon Valley area. A full rollout of voice ordering is expected to come to all of Panera's 2,000-plus US locations by the end of the year, the company has said.

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 Iphone Fresh

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