Discount store retailer Target and its online grocery delivery firm Shipt have launched a same-day delivery service across the South-Eastern US.

As part of the new initiative, Shipt will deliver goods from Target stores in 18 markets across five states, including Alabama, Georgia, North Carolina, South Carolina and Tennessee.

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Set to begin later this month, the service will cover an in-store assortment of groceries, essentials, home, electronics and other products.

“We are entering a new era of same-day delivery here at Shipt, marked by a sweeping expansion with Target.”

Shipt founder and CEO Bill Smith said: “We are entering a new era of same-day delivery here at Shipt, marked by a sweeping expansion with Target.

“Our partnership with Target will now allow for customers across the country to enjoy the benefits of shopping Target’s wide assortment with the personal touch of home delivery offered by Shipt.”

According to the company, the new service will enable more than 9.1 million households across the South-East to access groceries, essentials, home, electronic products from Target, which will be delivered by Shipt.

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Target executive vice-president and chief operating officer John Mulligan said: “Same-day delivery was at the top of our list when we were thinking about ways to make shopping at Target even easier.

“Shipt’s personalised, customer-focused approach fits perfectly with our commitment to deliver a convenient, exceptional experience and we’re excited to begin offering same day service in the Southeast.”

Target is planning to expand the same-day delivery service to most of its stores by the end of this year, and by the end of next year, the retailer intends to include all major product categories under its same-day delivery service.