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

  • The expansion will allow Target to become a retail partner in Google’s voice-shopping initiative, which lets owners of the Google Home “smart” speaker order items through voice commands like owners of the Echo can do from Amazon.
  • 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.”
  • Another reason: Just this week, at the Shoptalk Europe conference, Google’s director of augmented reality, Greg Jones, pitched retailers in the audience on working together, and made the case why Google and retailers’ interests are aligned.
  • While nodding to the obvious threat Amazon poses to retailers, Jones admitted that the e-commerce giant is “also a threat to Google, since a lot of people are going to Amazon first when it comes to product search.”
  • Google has already worked with retailers like Lowe’s to use augmented-reality technology — which allows digital objects to be overlaid on the real world when viewed through a phone’s screen — to help shoppers find the products they are looking for when in a store.

Voice-shopping partnerships to combat Alexa are just the beginning.

Google and the country’s biggest brick-and-mortar retailers have one main problem in common: Amazon. Now both sides are acting like they are serious about working together to do something about it.

On Thursday, Target and Google announced that they are expanding what was a years-old delivery partnership from a small experiment in a handful of cities to the entire continental U.S.

The expansion will allow Target to become a retail partner in Google’s voice-shopping initiative, which lets owners of the Google Home “smart” speaker order items through voice commands like owners of the Echo can do from Amazon.

The announcement comes seven weeks after Walmart inked a similar deal with Google to offer hundreds of thousands of products through the service. Other big-box retailers like Home Depot are also on board.

Voice commerce was the core of these recent announcements, and it may someday become popular for types of shopping like reordering household staples. But that’s not what is most interesting here to me.

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….

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

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