UK supermarket chain Iceland Foods has announced plans to offer in-store same day delivery.

Through a partnership with last-mile solutions specialist Stuart, the new service will enable customers who visit Iceland stores to shop for their chosen products in-store and then schedule delivery within a two-hour time slot on the same day.

The new offering aims to boost flexibility for customers by enabling access to Iceland’s products in-store, without the inconvenience of carrying heavy shopping, eliminating potentially uncomfortable journeys back home.

The move, which will see Iceland launch the service across more than 100 UK stores, comes after the service was piloted across nine stores.

Iceland said it is rolling out the service as demand for speedy home delivery continues to soar.

According to its own data, over 40 percent of consumers are now ordering food and groceries monthly.

An Iceland Foods spokesperson said that the move would bolster its existing in-store home delivery service, which has been a “staple of the Iceland shopping experience for many years.”

The move comes after the retailer launched a scheme in August that will credit shoppers with £1 on their loyalty cards if they alert staff to shoplifters, as the frozen-food chain struggles with annual losses of £20 million from in-store theft.

The initiative, which began on 14 August, applies across Iceland and Food Warehouse branches.

Customers who witness a suspected theft are asked to inform the nearest employee, who will verify the incident before the reward is added to the shopper’s Bonus Card for immediate use.

Explaining the move on Channel 5 News, executive chairman Richard Walker said retail crime is far from victimless.

“I would like to announce that we will give a pound to any customer who points out a shoplifter,” he told presenter Dan Walker, adding that shrinkage keeps prices higher than they might otherwise be.

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