October 17, 2017
Merchants that are not preparing to enable shopping through digital home assistants risk falling behind Amazon and others as the number of retailers offering such services expands. Late last week, Target announced a partnership with Google, rolling out voice shopping through the Google Assistant throughout the continental U.S. Target becomes the second major U.S.-based retailer in less than a month to offer voice shopping through Google Assistant and the Google Home speaker.
Soon, the companies said, the voice-shopping service will not require the purchase of a Google Home assistant. Google Assistant will enable voice shopping through many devices, including smartphones.
“In the markets where we’ve offered Google Express, guests tell us they love the ease and convenience of shopping Target through Google. 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. “What’s even better is that 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.”