[1] https://www.google.com/shopping/express/
I'm not sure that wording is accurate. Google is leveraging the brick-and-mortar companies to compete with Amazon and collect more data about its users. Arguably some of the most valuable data they could get; spending and buying habits.
I doubt Target is thrilled that Google is looking to inject themselves as a middleman between them and their customers. Target has historically leveraged customer buying habits pretty aggressively [1]. I'd be surprised if their execs aren't frantically trying to figure out how to keep Google from "helping" them compete with Amazon.
[1] http://www.forbes.com/sites/kashmirhill/2012/02/16/how-targe...
Almost all of Google's profit right now is derived from B2B relationships. Providing services to other businesses is what they do. Yes, they make a good profit while they're doing it, but to suggest the business who are google's customers don't see any benefit from it is silly.
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.
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 could compete effectively with the Google and Amazon offerings by adding delivery to their Cartwheel app.