Premier retailer Justin Whittaker has launched a trial of a new home delivery app, claiming to offer participating stores the lowest fees on the market.

Whittaker, who operates his store near Oldham, officially launched Flash Delivery on April 17, adding his own shop and Premier Smileys One Stop Shop in Blackpool. Ten more independent retailers are in line to be added to the service as part of the trial. The launch makes Whittaker one of the first independent retailers to create a home delivery service and make it available to fellow store owners.

He told Better Retailing the pilot would allow him to fine-tune the service before a potential further roll out. Whittaker added: “It’s early days but the service is different to others because it has been made by retailers for retailers. We understand what retailers want with regards to loyalty, special offers and product range.

“We started with Premier Smileys who has already taken £5,000. We want to ensure the service is fit for purpose and iron out any issues before we make it more widely available.”

Whittaker claims the service offers the lowest fees on the market, taking 3% off each transaction. There are no additional charges and branding for delivery vehicles, clothing and social media are provided. Stores are required to provide their own delivery drivers. Pricing is also updated centrally through Booker.

The service also operates with a membership scheme, offering free delivery and loyalty points to encourage repeat purchases.

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