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Google’s anti-Amazon alliance

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Google Home now allows voice commands to order from Target

Target is the latest retailer to join Google in their un-official anti-Amazon alliance, according to Recode. They join other major retailers who have recently partnered with Google including Walmart, Costco and Home Depot.

The partership is ostensibly about connecting to Google’s Express checkout which allows the purchase of products through voice commands, in much the same way as Amazon’s Alexa service.

However other integrations may also be coming, including VR and AR shopping experiences.

Instead, it’s the promise that Target is also beginning to work with Google “to create innovative digital experiences using … other cutting-edge technologies to elevate Target’s strength in style areas such as home, apparel and beauty.”

“Target ​and ​Google ​teams ​are ​working ​on … building ​experiences ​that digitally ​replicate ​the ​joy ​of ​shopping ​a ​Target ​store ​to ​discover ​stylish ​and ​affordable ​products,” Target’s digital chief ​Mike ​McNamara said in a press release.

If I were a betting man, I’d wager that augmented reality will be one of the areas where the two sides will seriously explore a way to work together. A Target spokesperson said it’s too early to provide details on future partnerships between the companies.

One reason for my guess: The use of the phrase “digitally replicate the joy of shopping” above, which sounds like a hint at either augmented or virtual reality.

Read the full article at Recode:

Google is essentially building an anti-Amazon alliance, and Target is the latest to join


Google’s anti-Amazon alliance was originally published in Retail CX on Medium, where people are continuing the conversation by highlighting and responding to this story.

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