Target Corp announced this week it is cutting the price of its Target Restock program from $4.99 for each order to $2.99, and the service is now free for consumers who pay with their Target RedCard, Target’s branded credit card.
With the rollout, more than 75% of the U.S. population can now order household goods—such as paper towels, baby food, peanut butter and laundry detergent—online as late as 7:00 p.m. local time Monday through Friday and have their orders delivered the next day, says Target, No. 17 in the Internet Retailer 2018 Top 1000.
To use the service, consumers visit Target Restock, select from 35,000 items, add up to 45 pounds worth of products—about the size of a shopping cart—and watch the capacity tracker to see how much room is left.
Target in June began testing the program in its hometown of Minneapolis. When it first started piloting Target Restock, shoppers were required to have a Target RedCard credit card to use the service, and the retailer had a slimmer 10,000-15,000 household products available for purchase through the program. Orders also had to be placed by 2 p.m. local time during the week for the shopper to receive next-day delivery—in addition to the steeper price tag of $4.99.
Target fulfills Restock orders from the shelves of nearby stores. “Using stores to speed up delivery and pick up options for guests is a big part of our effort to make Target the easiest place to shop,” Target says in a statement announcing the updates to the program.
Guests also can now place Restock orders through Google Home or a smartphone with the Google Assistant app.
Earlier this year, Target announced free two-day shipping on hundreds of thousands of orders on Target.com—many of which are shipped from stores, the retailer says. Target also is rapidly expanding same-day delivery of groceries and other products through its acquisition of Shipt.
Target bought Shipt in December to beef up its same-day delivery capabilities. The $550 million all-cash deal is designed to let Target shoppers order groceries and other goods online, and then have the items sent directly to their doors from nearby Target stores.
Target also announced last month that its Drive Up service is now available in nearly 270 stores. It plans to expand the service to nearly 1,000 stores by the end of the year. That would amount to roughly 56% of the retailer’s nearly 1,800 stores.
The service enables a consumer who places an order using the Target app to select “Drive Up” as her fulfillment option. Target then notifies the shopper when her order is ready, which the retailer says is typically in one to two hours. When the consumer is ready to pick the items up, she can select the “I’m On My Way” button within the app and then park in a designated Drive Up spot.