Fashion etailer Asos is upping the ante in online fulfilment with the launch of 15-minute delivery slots through its Follow My Parcel scheme.

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

Asos chief executive Nick Robertson told Retail Week: “We want to continue to exceed customer expectations and this is an example of Asos yet again redefining the online retail experience.”

Using Asos’ Follow My Parcel service, which will launch on Monday in partnership with logistics specialist DPD, customers will receive a text or email on the day of delivery providing a one-hour slot initially and will then be invited to live-track the delivery.

From either a mobile or desktop device, customers can then see a real-time countdown so they will know when to expect their purchase within a 15-minute window.

Robertson said that a positive delivery experience is key to keeping Asos’ customers loyal and encouraging repeat business.

Fulfilment of online orders has become an increasingly important and fiercely fought competitive advantage for retailers as they aim to entice customers in a crowded market.

Electricals specialist Dixons this week revealed it has extended its cut-off point for next-day delivery from 7pm to 10pm. And department store group House of Fraser said on Wednesday it has extended its cut-off point for pre-noon next day click-and-collect under its Buy & Collect service from midday to 8pm. The retailer aims to extend it to 10pm in the coming weeks.

As well as tracking parcels, Asos customers can also ask for packages to be delivered to a neighbour or rescheduled for a different time.

Robertson said that Follow My Parcel is a “great innovation and one with real benefits for Asos customers”.

“Knowing exactly when a parcel is being delivered helps our customers plan their day - to be at home when they need to be for delivery, or to let them get on with what they need to do by opting to reschedule or choosing the deliver to neighbour option,” he added.