Signs of Target’s mobile payment strategy are closely watched. So when a tweet to the customer service team at Target inquiring about the availability of Apple Pay received the response that Apple Pay was on its way, it created a bit of a flurry. Until the statement was retracted. 9to5mac reported:
Target emailed to clarify that its Twitter support account was incorrect and that it isn’t currently exploring integrating Apple Pay in stores:
We have no plans or work underway currently to make Apple Pay available in our stores.
We continue to offer Apple Pay for online purchases in the Target app. And while we are exploring mobile wallet opportunities for our stores, we have no updates on our plans to share at this time.
One of the most notable Apple Pay holdouts has been Target. Despite promising to support the mobile payment platform, Target has instead opted for its own in-app payment solution and store card.
Some form of a mobile app from Target has been anticipated and recent statements suggest that there will be a product in market later this year. An article on this from Recode can be found here
Target may not be in any rush to accept Apple Pay, in preference for their own store REDcards and co-branded card. According to Targets 2015 annual report, REDcard transactions accounted for 22.3% of sales.
Overview by Sarah Grotta, Director, Debit Advisory Service at Mercator Advisory Group
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