Orders must be placed at www.verizonwireless.com to qualify, and a signature is required upon drop-off.
The move reflects a retail marketplace so fast-changing and competitive that merchants are rushing to deliver online, and faster than ever, whether customers truly "need" it or not.
Verizon Wireless is investing in the new perk partly for how it plays with younger, tech-savvy consumers 18 to 34 years old with six-figure incomes. That subset of Millennials, according to market research, are 56 percent more likely than the average online shopper to opt for online delivery, said Paul Macchia, a spokesman for Verizon Wireless in Basking Ridge, N.J.
Delivering so rapidly, however, does not come cheaply. If a company warehouse is close to consumers, and inventory can additionally be drawn from a network of nearby stores, it becomes less cost-prohibitive for retailers.
"It's very expensive to go that last mile," said Barbara Kahn, director of the Baker Retailing Center at Wharton.
In becoming the first wireless carrier to offer same-day delivery, Verizon will fill orders in Philadelphia and some of its core suburban towns in Southeastern Pennsylvania and South Jersey, with inventory from a warehouse in Coatesville.
As the program expands to Pittsburgh, New York, Dallas, and San Francisco in the months ahead, the service may also draw from some of Verizon's 2,300 company-owned stores nationwide.
Speedy delivery will not, however, ease the angst of customers whose phones are insured and in need of replacement because of damage. In such cases, the company still urges customers to go to Verizon stores and discuss the situation. The online portal does not allow for that yet, Macchia said.