Yesterday Amazon.com and SupplyHouse.com rolled out new services designed to get products into customers’ hands faster. Amazon announced “instant” pickup of select consumer products on five college campuses, but so far plumbing, heating, ventilation and air conditioning products supplier SupplyHouse.com is content to offer same-day delivery to customers in three New Jersey counties.

For $39, customers in New Jersey’s Union, Essex, and Middlesex counties can receive same-day delivery on eligible orders placed by 1 p.m. on weekdays. At checkout they can select any two-hour delivery window available between 8 a.m. and 4 p.m. Orders placed after 1 p.m. can be scheduled for delivery the next business morning, SupplyHouse.com says.

The new service, dubbed TurboTrack, is available for more than 16,000 products on SupplyHouse.com, the company’s website. SupplyHouse maintains its headquarters in the Long Island community of Melville, N.Y., but is launching the same-day delivery in the vicinity of one of its two distribution centers, in Cranbury, N.J. It also operates a distribution center in Columbus, Ohio, and a spokeswoman says it will see how the New Jersey service develops before considering a similar one for Ohio.

“With TurboTrack, customers can now receive products within a couple of hours,” says Josh Meyerowitz, president of SupplyHouse.com. “They will no longer need to waste valuable time leaving the job site to run to a local plumbing supply.”

SupplyHouse.com says it implemented TurboTrack not only to improve its business customers’ experience, but to build its presence in the local community. The company now has 37 employees in Cranbury, after opening a distribution center there last year. That number includes four drivers who deliver same-day orders in newly designed SupplyHouse.com trucks and vans. SupplyHouse.com already offers next-day delivery on qualifying products for orders received before 5 p.m.

It’s just the beginning for upgraded delivery frequency and scope, Meyerowitz says. “We hope to deliver products even faster in the future with narrower delivery windows and, potentially, weekend delivery available,” he says. “We will also look into new geographic areas to implement the TurboTrack program.”

Melville, N.Y.-based SupplyHouse.com won the 2017 B2B E-Commerce Marketer of the Year Award in June in the annual Internet Retailer Excellence Awards program for its “Trade Tuesday” promotion. In a nod to the post-Thanksgiving Cyber Monday of retail e-commerce, the promotion offered discount prices on the first Tuesday after the long holiday weekend to the construction contractors and other tradespeople that purchase its products. Integrated with SupplyHouse.com’s TradeMaster loyalty program, last November’s seventh annual Trade Tuesday event resulted in sharp increases in online traffic, conversion rates and sales, marketing manager Tom Reilly says.

SupplyHouse.com also won the Internet Retailer Excellence award for best online product video.

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