This trend will be one to follow in 2017 — and for good reason.
Name-brand retailers realize what’s at stake when in turning their mobile app into a one-stop shop for customers. This approach keeps consumers connected to the retailer throughout the shopping experience.
So, why not add a payments option to the app and complete the loop?
Target likely sees that opportunity as well, and it has an easier path than most retailers to a best-in-class mobile shopping experiences thanks to its popular Cartwheel mobile couponing app.
Michael McNamara, Target’s chief information and digital officer, told Recode that the company hasn’t decided whether the payments feature will reside within the retailer’s regular mobile app, in its Cartwheel app, or in both.
The safe bet for Target in the immediate future is to add the payments feature to Cartwheel first. This marriage makes sense because it would allow consumers to apply coupons and make a payment with a single QR code scan, similarly to Kohl’s Pay.
The retailer can then work out any kinks before it expands the payment feature to its Target app. McNamara said the service will only be available for use with the Target REDcard. Whether Target will eventually open the payments feature to other credit and debit cards remains to be seen.