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

Target Wallet

US discount store chain Target has become the latest retailer to embrace mobile payments with the introduction of a mobile wallet within its app

Today we're introducing Wallet in the Target app, a smart new way for guests to pay and save at Target stores.

Customers simply need to have their phones scanned at checkout in order to pay for their purchases and that's it. Target claims it's four times faster than any other kind of payment.

U.S. discount store chain Target has become the latest retailer to embrace mobile payments with the introduction of a mobile wallet within its app. According to the retailer, the feature will eventually roll-out to non-REDcard holders, but gave no timeframe as to when that might be. Not unlike fellow retailer Walmart, Target has just announced its own Target Wallet system to enable the use of smartphones to pay at checkout counters. "Guests are going to love the convenience of having payment, Cartwheel offers, Weekly Ad coupons and GiftCards all in one place with Wallet".

You can download or update your own Target app for iOS or Android right now to get the new feature.

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

Wallet is available now within the Target app. Folks will also be able to add their Target gift cards to Wallet, but again, the retailer did not say when that would be enabled.

Target's move into mobile payments is on the heels of Walmart and its 4,600 stores nationwide. CVS and Starbucks offer similar mobile payment mechanisms.

As the name implies, Wallet lets you visit Target stores and check out with the Target app. Wallet also lets you use your Cartwheel digital coupons and discounts, but that's not new - the Target app has allowed you to do that for a while. "These "open the app, find the pay tab, and scan" services will be slower unless they find a way to skip steps and match the speed of NFC".

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