Target keeps mobile pay in-house, but for how long?

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

Target launches Wallet to combine payment, coupons at checkout

Wallet is available for both iOS and Android versions of the Target app.

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.

Target Wallet is also somewhat restrictive in its payment options since payments can only be made using Target's own REDcard.

You can download the Target app on the App Store and Google Play.

With Wallet in the Target app, customers are able to pay using their Target REDcard, and combine it with savings from Target's Cartwheel offers and weekly ad coupons, through their smartphones. Wallet uses a barcode scanned at check out that includes payment and applicable coupons.

Target's new Wallet feature has been rolling out for a few weeks now, but is now live for everyone.

But, as with Walmart and other retailers that still shun third-party digital wallets, this strategy may need to adjust accordingly if and when Apple and Android Pay scale to a point where they are the defacto preference for consumers. All you have to do is install the Walmart app to use while shopping, and then scan the QR code that appears on the debit card reader at checkout when you're ready.

"Wallet in the Target app makes checkout easier and faster than ever", said Mike McNamara, Target's chief information and digital officer. Customers will eventually be able to store and redeem Target GiftCards in the future as well. While there are already a lot of companies out there - mobile device firms, retailers and others - with mobile wallet capabilities, mobile payment adoption is still in a very early stage of its evolution, giving Target a leg up over smaller retailers.

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