Next year, Target plans to make its REDcard debit and credit cards available as payment options on Google Express, allowing those shoppers to take advantage of the card's five percent discount on orders and free shipping. Target shoppers will also be able to link their Target.com accounts with Google for more personalized shopping.
Most of the capabilities of shopping through Google Express won't be available until 2018.
"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.
Also, starting next year, Target shoppers will have the option to pick up their Google Express orders at a Target store, with the items ready in two hours. Soon, it will launch on iPhones and Android phones, so customers can order items, using voice, while mobile. Target and Google also will partner to explore and develop future digital experiences focused on Target's signature style categories.
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.
Google has made some pretty big changes to Google Express over the past few months, including the abolishment of its membership fee and adding a lot of additional retailers to its lineup. Wal-Mart was also giving shoppers coupons if they bought a Google Home or Google Home Mini, and linked their Walmart.com accounts to Google Express.
Bulking up against internet giant Amazon, more and more retailers have been touting their partnerships with Google and encouraging shoppers to buy Google devices. According to Forrester Research, 12 percent of shoppers own some voice device like Echo or Google Home.
Companies, like Wal-Mart and Target are still finding ways to grow with Google, promising more to come.
These partnership on voice-activation comes roughly a year after Google Home debuted as a Connected Home product to augment Google Assistant.
The move is Target's latest attempt to attract more online shoppers as the holidays approach.
"Shopping isn't always as easy as it should be", Sridhar Ramaswamy, SVP for Ads and Commerce, said in a blog post at the time of the Walmart deal's announcement "When was the last time you needed to pick up something from the store but didn't have the time to make the trip?"
Google and Amazon are pledging more voice-shopping opportunities.