Valid point. I'm not sure what "participate" really means though. Do Google Express customers have to provide their loyalty cards? Does Target get all of the data they'd get if the customer shopped in store or through their own delivery service?
It would be silly to imply that Google's customers don't see any benefit as they're obviously getting some revenue and data.
But it would be similarly silly to imply that Target participating in the program doesn't mean they're concerned about it and not looking for ways to handle the customer's experience end to end.
>Do Google Express customers have to provide their loyalty cards?
No. I order stuff from Target via Google Shopping Express multiple times a week without a loyalty card. I didn't even know Target had loyalty cards, in fact! Also if you're logged into your account you go go here and see what loyalty cards you can type in:
https://www.google.com/shopping/express/#SettingsPlace:
The list includes Costco, REI, Staples, etc. but not Target.
Target offers 5% discount on purchases if you use the RedCard Debit (linked to your bank account), credit, or Visa credit cards (no longer offered for new customers.) Essentially, they give you the fees charged by the payment brands and processors as a discount for using their card instead.
Target could compete effectively with the Google and Amazon offerings by adding delivery to their Cartwheel app.
It would be silly to imply that Google's customers don't see any benefit as they're obviously getting some revenue and data.
But it would be similarly silly to imply that Target participating in the program doesn't mean they're concerned about it and not looking for ways to handle the customer's experience end to end.