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Rush Delivery now available from some Target stores

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If you need the items that motivate you to make a Target run – laundry detergent, light bulbs, toothpaste – you can forgo getting behind the wheel and have it delivered instead for a $10 charge.

The Pioneer Press reports that metro area Target shoppers who make an online or mobile purchase can have their purchases delivered on the same day via Target's new Rush Delivery service. The retailer is offering the service on a trial basis to customers in Boston, Miami and the Twin Cities. You haven't seen an ad promoting the service since it's still in the test phase.

The Star Tribune reports that Rush Delivery orders placed by 1:30 p.m. will be delivered by courier between 6 and 9 p.m. on the same day. (No delivery on Sundays and holidays). Rush Delivery orders that don't qualify for same-day service will be delivered the next business day.

The service is up and running as of Tuesday after a soft launch. Shoppers can now choose from about 30,000 products, about one-third of the items available in Target brick-and-mortar stores Rush Delivery orders are filled at Target stores. Someday all of the company's 1,789 U.S. stores could be part of the delivery network.

The service is designed to help Target compete with online retailers like Amazon and eBay. Google and eBay have been testing their own courier services in partnership with retailers in a few cities. Walmart and Barnes & Noble have both run same-day delivery trials in a few markets. Best Buy has turned all of its stores into shipping centers. Now nearly half of Best Buy’s online orders use its buy-online, pick-up-in-store service.

Critics have complained that Target has been slow to embrace technology and innovation. But TwinCitiesBusiness reported that during a conference call with analysts, Target’s interim President and CEO John Mulligan said the company is becoming more experimental and will take bigger risks in the future, both in its digital and in-store business.

The Star Tribune story said that by going after the customer who wants same-day delivery, Target is preparing to be well-positioned as shoppers change the way they make purchases.

“We want to be ahead of the curve,” Jason Goldberger, senior vice president of Target.com, told the newspaper.

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