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

Yolanda Curtis
December 5, 2017

"Guests are going to love the convenience of having payment, Cartwheel [a coupon clipping service] offers, Weekly Ad coupons and GiftCards all in one place with Wallet".

With the introduction of Wallet, Target customers will now have the option of seamlessly checking out their in-store purchases with the use of their smartphones.


Wallet is available now within the Target app.

Mobile payment systems are nothing new to the likes of Walmart, CVS, and Kohl's, but for Target, they represent uncharted territory. 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. Wallet combines digital savings-Cartwheel offers and Weekly Ad coupons-with the 5 percent REDcard discount.


Wallet can make checkout four times faster than other payment types, according to Target.

While Target continues to resist supporting Apple Pay in retail stores, despite an erroneous customer support tweet earlier this year, the company does support Apple's payment platform in-app for online orders. Customers will be able to soon use Target GiftCards with the new feature as well. Then again, it helps that Wallet only supports the retailer's own REDcard for the time being - the retailer saves on processing fees by pushing its own card.


Target has introduced a mobile wallet capability in the Target app for REDcard users, a move coming a little over two months after the retailer said such a capability was in the works, according to a Target blog. 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.

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