Target launches payment system within its app

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

With the introduction of Wallet, Target customers will now have the option of seamlessly checking out their in-store purchases with the use of their smartphones.

Wallet also allows Target to keep tabs on consumer data it would not have if folks were to use something like Apple Pay or Samsung Pay.

Target's mobile wallet follows the launch of digital wallets by several other retailers, notably Walmart, which has been focusing more on its digital presence as it looks to compete with online e-commerce company Amazon. For example, you can use Google Assistant to get same-day delivery from the retailer and grab groceries from its Prime Pantry competitor called Restock. Users can apply Cartwheel deals to their purchase and check out with a single scan of the in-app barcode. Wallet uses a barcode scanned at check out that includes payment and applicable coupons. Wallet is now restricted to Target's REDcard credit card and debit card.

Target's decision to join the mobile wallet club is a good one, albeit a little later than some others.

We'd certainly love to see Target add support for Apple Pay in-stores as well, but given the amount of work the retail giant has put into integrating mobile payments, Red Card, and Cartwheel, we don't see that happening any time soon, unfortunately.

Where Wallet does have a leg-up on Apple Pay is its integration with Cartwheel.

The rollout of Wallet isn't the first of its kind for retailers - Walmart launched Walmart Pay in 2015 and is now available in all of its stores nationwide.

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