Dixons Carphone is allowing Currys PC World customers to pick up orders from branches of sister retailer Carphone Warehouse.
The click-and-collect trial is taking place in 22 Carphone Warehouse stores in London and the South East and went live today.
Shoppers will be limited to ordering small products such as kettles for pick-up in Carphone Warehouse stores. Customers can order by 9pm and collect in a Carphone Warehouse store store from 5pm the next working day.
A spokeswoman said: “Our customers really value the convenience of being able to click-and-collect within Currys PC World stores, so we are launching a trial to offer them the free Currys PC World click-and-collect service in a small number of Carphone Warehouse stores.
“The trial will last for 16 weeks during our busy peak period.”
Dixons Carphone is fighting hard to keep pace with rivals in the ever fiercer war over fulfilment. Last week Argos launched a nationwide-same day delivery service that charges just £3.95 for delivery per order.
Speaking on the day of launch, Home Retail chief executive John Walden said: “Fulfilment has become a battleground as online and high street retailers have volleyed a confusing array of options into the market – things such as next-day delivery or next-day collection networks, or city couriers running around or even people charging fees for collecting product from a store.”