Target Debuts Mobile Pay

Target Launches Wallet in the Target App: a Faster, Easier Way to Pay and Save - Target Corporate

Earlier this year, Target overhauled its mobile app with one-stop-shop of what the retailer offers, a feature that shows shoppers their location as they shop and highlights Cartwheel deals nearby, and online purchasing. In a recent post, America's second-largest retailer announced that it had rolled out Wallet, its own mobile payment system that is now active as a feature for Target's iOS and Android apps.

Target is putting Wallet in its app as a new way to pay at checkout.

According to Target, using the new Wallet feature proved to be up to four times faster than checking out with other payment methods.

Customers will benefit from exclusive perks such as coupons and discounts simply by utilizing the technology through special barcodes that introduce savings at the point of sale, functionality that already existed but is now augmented by the ability to pay using a Target Redcard. It's a place for your Target REDcard, Cartwheel offers, and weekly ad coupons.

Moreover, guests soon will be able to store and redeem Target gift cards with the new feature.

However, Wal-Mart Pay uses QR code for scanning items, Target's system is barcode-based. However, Walmart allows customers to make payments on Apple and Android devices with nearly all major credit, debit, and pre-paid cards or Walmart gift cards.

"These "scan a barcode" solutions lack the magic of NFC", said Julie Ask, mobile research analyst with Forrester. Wallet is now available on both Android and iOS versions of the Target app.

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