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In recent months, there’s been a lot of news about Amazon’s plan to launch same-day delivery. While we were all watching the e-commerce giant and waiting for it to make the big move, Target went ahead and launched its same-day delivery service. The brand is able to provide this speedy customer experience through Shipt, and consumers can order directly through Target.com.
“With same-day delivery now available directly within the Target.com experience, we’ve made it even easier for our guests to shop at Target—while still getting the great value, curated product assortment, and helpful guest service they’ve come to expect,” says Dawn Block, Senior Vice President of Digital.
Guests can now get 65,000 items delivered to their door in as little as an hour with an order placed directly on Target.com. In addition, guests can use their REDcard to pay, which gives them 5 percent off their purchases, and they can take advantage of weekly ad promos (such as “buy three items, get a $5 Target GiftCard”).
Guests who want to try out Shipt’s delivery service can sign up for a free four-week trial or have the option to pay a $9.99 delivery fee for each order on Target.com, giving guests the benefits of same-day delivery without having to commit to an annual membership.
To make shopping same-day easier on Target.com, the brand has dedicated the site entirely to shopping experience. Target.com now emulates standard, sought-after e-commerce sites, so guests can shop same-day eligible items by category (like Grocery, Household Essentials, Pets, Baby) or quick-order items they’ve bought before.
Target has also simplified the process for changing orders. Consumers can edit or add to their orders up to one hour before delivery and save multiple addresses to make it easier to deliver orders to homes, office, vacation rental, or order on behalf of others. This last feature was designed with audiences in mind like kids at college, homebound relatives, or loved ones who enjoy holiday surprises.
Overall, this new service is an exciting development in the retail industry. Target, like many physical retailers, has thousands of physical stores, and it is using them to offer a convenience (namely speed) that many purely e-commerce competitors have not yet reached. We’ll have to watch and see if other physical retailers begin to use Shipt or similar services.
Reports of the death of physical retail have always been greatly exaggerated, and with this development, it seems probably that the big-box stores will remain with us for the foreseeable future.
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