The company has been experimenting with this using Google Home, but you can only do so much blind shopping with your voice. Target and Google also will partner to explore and develop future digital experiences focused on Target's signature style categories.
"In the markets where we've offered Google Express, guests tell us they love the ease and convenience of shopping Target through Google".
After testing out Google's delivery service in New York City and California, the big-box retailer on Thursday said it's now expanded nationwide on the Google Express website and app and on the Google Home smart speaker via voice shopping.
Target is jumping into voice-activated shopping as it deepens its relationship with Google, offering thousands of items found in the store except for perishables like fruit and milk.
"We're excited to offer this service nationwide in time for the busy holiday season", Mike McNamara, Target's chief information and digital officer, said in a statement. One of the core functions of the Echo is its ability to easily order and reorder products, so for the Google Home to be an equal competitor, it needs to be able to offer that same ability. Google Express also has plans for offering 5% discount to users who shop with Target REDCard along with free shipping.
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. Also in 2018, users will have the option to link their Target.com and Google accounts for more personalization, similar to the deal Walmart announced in August. With Google lacking warehouses full of products and Walmart and Target lacking smart speaker hardware, it makes sense for them to combine forces.
Be on the lookout for additional features that bring together the best of Google and Target in the coming year.