Target piloting same-day delivery service

Some Target locations are piloting same-day delivery.

Some Target locations are piloting same-day delivery.

Retail giant Target has had a rough go of things over the last few months. In December it announced that it was the victim of a security breach that affected the personal and card information of 110 million consumers. Since then, company executives have spoken in front of congress, have invested millions of dollars into a new POS system and company credit card and two top officials have moved on. Just this week, it was reported that profits fell 16 percent in Q1 of 2014.

However, there was another announcement made that could help start turning things around.

Now available in three major markets -- Boston, Miami and Minneapolis -- customers who shop online will be able to select a same-day delivery option called "Rush Delivery." For a $10 service change, customers can receive packages the same day they order, given that those orders are placed before 1:30 P.M. Shipments will arrive between 6 P.M. and 9 P.M.

"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 Target mobile, said in a statement. "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."

The hope is that this initial pilot program will offer a great learning experience. They are aware that there will be kinks that need to be worked out. As we reported earlier this week, same-day delivery is becoming a major service for many retailers. Companies that are considering adding this feature would be wise to partner with a third party logistics company to create or manage a perfect system.