Waitrose considers using GPS technology for click and collect orders
According to The Telegraph, the service is likely to be run through a smartphone app which can track customers as they get closer to the store where they are due to pick up their shopping.
Although Waitrose told the newspaper that it had no current plans to test the technology, it did admit that it was one of a number of ideas being considered to improve the online shopping experience.
A Waitrose spokesperson said: "We are always looking at ways to personalise the shopping experience when a customer places an online order. This could include the delivery of real time updates and recognition of when a customer comes within the vicinity of one of our shops."
Earlier this year Waitrose launched a drive-thru service to enable customers to collect their shopping without leaving their car and the supermarket is currently trialling click and collect lockers.
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