Mobile operator O2 has announced it will offer a 10pm deadline for next day delivery, becoming the first mobile firm to do so.
O2 expects that over 3,000 customers a week will benefit by receiving their order 24 hours earlier than before.
Tete Soto, GM Online, O2 said: “We know that convenience and immediacy are key factors when shopping online, and that our customers want to enjoy their new devices as soon as possible.
“Traditionally a 10pm order deadline has been limited to a handful of retailers, especially in fashion, and we are proud to be the first in our industry to offer this level of service, addressing the importance that customers place in having options that fit around their lifestyle.”
Neil Saunders, managing director of Conlumino retail research agency commented: “What consumers want, more than ever, from online is convenience and speed, especially in terms of ordering and delivery.”
The 10pm order deadline applies to orders placed through O2’s official online shop for items that are in stock at the time of ordering and excludes accessories and replacements.