Asos has made a raft of fulfillment improvements including an option to deliver to a safe place such as a porch or shed.

Drivers will then send a photo to the customer to show where the parcel has been left.

The fashion etailer, which is working with logistics specialist DPD, will also launch a new “early warning” service, informing customers of the one-hour time slot of their delivery the evening beforehand. This is a 12-hour improvement on its current service and will enable customers to plan ahead. The changes take effect on March 1.

Asos director of delivery solutions Matt Rogers said: “We’re constantly looking for ways to fine-tune the customer experience and for us, making sure customers receive their goods promptly and safely is every bit as important as being able to find what they want on the site in the first place.

“We know a lot of customers can make arrangements the night before if they know exactly when a parcel is coming.” 

Customers will also be able to choose from a new range of options such as ‘collect from the nearest depot’ and ‘upgrade my delivery’, where for an additional fee they can specify options such as before 10am or on Saturday morning. Customers will also be able to pay through PayPal on a smartphone or tablet.

These improvements are on top of the current flexibility to change the delivery day or deliver to a neighbour.

Asos launched 15-minute delivery slots through its Follow My Parcel scheme with DPD last June.

Customers are able to track packages in real time and there is no extra charge for the service.

DPD chief executive Dwain McDonald said the service had an “unbelievable” reaction from customers.

He said: “Online fashion retailing is a fast-moving business and our aim is to provide a home delivery service that exceeds people’s expectations and helps turn shoppers into repeat purchasers and loyal customers.”