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etvfutures.com December 17, 2017


Target rolls out much-anticipated mobile wallet feature

05 December 2017, 06:25 | Brandon Parsons

Target launches Wallet to combine payment, coupons at checkout

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

Wallet combines savings mechanisms like Target's "Cartwheel offers", weekly ad coupons, and 5 percent "REDcard" discount. With only a few weeks left in the year, the retailer officially launched Wallet - available in the Target app for iOS and Android.

"Wallet in the Target app makes checkout easier and faster than ever", Mike McNamara, Target's chief information and digital officer, said in a statement.

Target is the latest retailer to open a mobile wallet service of its own, following in the steps of fellow chains Walmart and CVS.

You can download the Target app on the App Store and Google Play. This means the retailers have decided not to opt-in to Apple Pay or Android Pay, and are instead trying to encourage customers to use its own apps while shopping. Users can apply Cartwheel deals to their purchase and check out with a single scan of the in-app barcode.

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However, allowing other types of payments beyond REDcard within the wallet may be required in order to gain more widespread traction.

This walled garden approach to mobile payments may have some benefits in driving Target customers to use the app. Talks about Target launching its own mobile payment have been around since 2015, but the company waited till January 2017 to confirm its plans. Coming in the future is support for gift cards.

After almost two years since the news broke of its plans to launch its own digital wallet, Target has finally launched Target Wallet, joining the myriad retailers that have gone with their own proprietary mobile payment solution. According to the retailer, the feature will eventually roll-out to non-REDcard holders, but gave no timeframe as to when that might be.



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