Target Corp. will pilot same-day delivery in Boston next month as the latest retailer to enter the online shipping fray.
The retailer's test of "rush delivery" in select parts of Boston, its hometown of Minneapolis and Miami will allow customers to order eligible items online by 1:30 p.m. and receive them between 6 and 9 p.m. that same day for an extra $10 charge.
A Target spokesman declined to reveal the pilot's start date, which parts of Boston will be able to get the deliveries, or how deliveries would be made. "This is all about delivering products and services more flexibly — and serving guests on their terms by providing more options," Jason Goldberger, senior vice president of Target.com and mobile, said in a Target blog post.
But Norwell retail analyst Michael Tesler said he believes same-day delivery makes more sense for a luxury retailer such as Neiman Marcus than discounter Target, where many customers shop just for the basics.
"Ten dollars additional on a Neiman Marcus item isn't very significant," Tesler said. "And that customer, for an important event or an important meeting or their lifestyle, expects everything exactly when they want it, and they're willing to pay for that."
Same-day delivery likely will be practical for Target only in urban centers, where customers have money, but no cars, he said.
Target also plans to add standard shipping from 135 stores in 38 markets later this year, a move that would allow for faster, one- to two-day delivery and give online shoppers access to store-only merchandise that can't be found on its e-commerce site.
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