Target (NYSE: TGT) is launching a test of same-day delivery service, joining the ranks of Amazon (NASDAQ: AMZN) and Google (NASDAQ: GOOG) which have been leading the way in select markets. Target will roll out the service next month in parts of Boston, Miami and Minneapolis.
Shoppers in these three markets will be able to sign up for the service via Target's website where the retailer is offering a $10 delivery option on orders placed before 1:30 p.m. Qualifying items will be delivered between 6 p.m. and 9 p.m. the same day.
"This is all about delivering products and services more flexibly—and serving guests on their terms by providing more options. With these new services and tests like Rush Delivery, we're gauging guest appetite and building internal capabilities and technologies that will make Target a leading omnichannel retailer," said Jason Goldberger, Target's senior VP of Target.com and mobile.
Target said it hopes to be able to learn a lot from its three-city pilot testing, which it said will "undoubtedly" have kinks.
Earlier this month, Google announced it would expand Google Express Shipping, which has been tested in the San Francisco Bay Area, to Los Angeles and Manhattan. Amazon will also expand same-day delivery service options by adding more cities and lengthening the daily cut-off times in others.
Macy's (NYSE: M) has also launched a pilot of same-day service in partnership with eBay, UPS (NYSE: UPS), FedEx (NYSE: FDX) and local delivery companies across the United States. Home Depot (NYSE: HD) also said it was gearing up for the launch of a same-day delivery unit and would be investing $300 million to get the program up and running.
-See this Target blog post
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