Shopping With Google Assistant Coming Soon, Target Added to Google Express

Shopping With Google Assistant Coming Soon, Target Added to Google Express

The expansion of Google Express follows Target's successful trial of the home delivery shopping service in California and New York City.

Target customers will also be able to opt in to receive personalized recommendations and a quick re-order experience based on past Target purchases: so if you want more LaCroix sparkling water or Archer Farms trail mix, your Google Assistant will already know which size and variety you bought from Target last time.

To be more competitive with Amazon, Google Express scrapped the $95-a-year membership in August, allowing shoppers to get free delivery on orders within one to three days, as long as the purchase is above each store's minimum.

The Target logo seen on a store in Upper Saint Clair, Pa. Target is jumping into voice-activated shopping as it deepens its relationship with Google, offering thousands of items found in the store.

Over the past year, we've made it possible to shop with your Google Assistant across devices.

"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. Soon, it will launch on iPhones and Android phones, so customers can order items, using voice, while mobile. Other stores available nationwide for voice orders on Google Home include Costco, Kohl's and PetSmart. For Google, the deal extends the appeal of its online mall at a time when more shoppers are beginning their online product searches on Amazon. To be sure, the penetration of Google Home devices in American households is still less than that of Amazon's Echo devices.

Target likewise initially won't offer fresh groceries via Google Express, a representative told CNBC. A full rollout of voice ordering is expected to come to all of Panera's 2,000-plus USA locations by the end of the year, the company has said. But it has plans to grow in other areas with voice-enabled shopping, like apparel, home and beauty, the company said.

More devices are in the hands of shoppers.

While Amazon's Alexa has assumed an early position as a leading voice-activated assistant, Google has stepped up its push into the space as its aligns its services to brick-and-mortar brands such as Panera Bread, which became one of the first national restaurant chains to begin offering voice-activated ordering and payment through Google Assistant.

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