Target and Google teamed up for a voice-activated coupon on Google Assistant. The coupon was for a $15 offer for Target orders placed on shopping service Google Express via Google Assistant. This would be the first use of a voice-activated coupon via a voice-assisted device.
According to the blog Android Police, it worked like this:
Using a Google Home, a phone with Google Assistant built in, or the Google Assistant app (on either Android or iOS), simply say or type, “Spring into Target.” If everything goes as planned, you’ll get a small paragraph informing you about the credit you’ve just received.
Once you’ve done that, you can use your $15 credit either online or through the Google Express app on Android and iOS. Any item added to the cart will cause the credit to appear; you’ll just have to click ‘Apply.’ There was no minimum purchase required, though you did have to pay shipping for orders under $35.
The promotion was slated to run through April 21, but no new codes were being issued as of April 3. The promotion was cut short because its goals were reached, a Target spokesperson told Adweek.
Also, the promo was limited to one offer per account, and the $15 had to be used on a single order.
Duane Forrester, vice president of industry insights at Yext, told Adweek, “What we will see is an outgrowth and learning experience applied to [the] next version of this. Google and Target have a deep partnership here for e-commerce via voice. This isn’t a scenario where they just got together to try a coupon. It’s a scenario where two of the biggest brands are setting up to oppose one of the largest brands.”
Forrester said it also shows there may be more of an appetite for voice than simply playing music and asking about the weather.
Despite a few early experiments, the monetization of voice search remains mostly uncharted territory.
Reports state that Amazon was talking to some consumer brands about promoting products on Echo devices, but that remains to be seen. Other executives have stated that Echo devices will never carry voice ads.