Target announced last month that it is raising its minimum hourly wage to $11 starting next month. By the end of 2020, it will increase to $15. This announcement is putting more pressure on other employers to follow.

The company said the move will help recruit and retain top-quality staff. This in turn will provide a better shopping experience for its customers.

Target quietly raised entry-level hourly wages to $10 last year, from $9 from the previous year, following initiatives by Walmart and others to hike wages in a fiercely competitive marketplace. But Target’s hike to $15 per hour far exceeds the federal minimum of $7.25 per hour. It also rises above the hourly base pay at Walmart, the nation’s largest private employer, and plenty of its other retail peers whose minimum hourly pay now hovers around $10.