Updated from 5:17 p.m. to include comments from J.C. Penney CEO from the company's earnings call, in paragraphs 7 and 14. Also added the company name in paragraph 1.
NEW YORK ( TheStreet) -- Macy's ( M) and mall rival J.C. Penney ( JCP) said Wednesday that they were unveiling same-day delivery services, joining coffee king Starbucks ( SBUX) in the budding movement by brick-and-mortar retailers to get consumers their purchased goods quicker.
Watch the video below for a look at Macy's latest quarterly results:
Amazon (AMZN) , which has a same-day delivery service in 14 cities that promises to deliver an item ordered at noon by 9 p.m. that same day, is being put on notice by retail's old guard which is seeking to leverage the power of its physical locations.
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"It gives us a huge competitive advantage", said Macy's CFO Karen Hoguet on an earnings call with analysts regarding same-day delivery. Hoguet suggested that Macy's store footprint, particularly its geographic positioning in densely populated major markets, is also a "huge advantage."
Macy's same-day delivery pilots are up and running in eight major Macy's markets -- Chicago, Houston, Los Angeles, New Jersey, San Francisco, San Jose, Seattle and Washington, D.C. The service for Bloomingdale's is available in four markets -- Chicago, Los Angeles, San Francisco and San Jose. Macy's said deliveries to customers will be powered by Deliv, a crowdsourced same-day delivery provider, in collaboration with major mall owners such as General Growth Properties (GGP) , Macerich (MAC) , Simon Property Group (SPG) , and Westfield Corporation.