Electricals etailer Ao.com, formerly known as Appliances Online, has launched same-day delivery service across the UK.

Ao.com chief executive John Roberts said it is the first retailer to launch the service in the kitchen appliances sector.

He said: “We can get you a new fridge freezer before the food defrosts in the old one.”

Roberts said the service will be a “huge USP” for Ao.com.

The same-day delivery service will cover 75% of the most densely populated UK postcodes across more than 3,100 products, spanning washing machines, cookers and fridge freezers as well as small electricals items such as irons and mini ovens.

Customers must order by midday for same-day delivery that evening between 4.30pm and 10pm for an additional cost of £29.99.

In order to facilitate the service, Ao.com has “re-engineered its supply chain”, according to Roberts. It has developed a network of 10 outbases, serviced from its main distribution centre in Crewe.

The same-day delivery service will be launched with a “heavyweight” national TV campaign, commencing Friday October 11.

Ao.com said the new service “addresses the inconvenience suffered by customers who either have to take time off work or be without essential appliances for a number of days”.

Roberts said: “At Ao.com, we are passionate about customer service, which is at the heart of everything we do. Our success is built upon providing levels of customer service that are unrivalled and today we have launched a revolution in customer service for white goods. To commit to our customers that we can deliver same day is an enormous achievement.

“We like to push the boundaries at Ao.com, redefining retailing by providing a better way, which we believe our customers deserve. It is the bedrock of our achievements to date.”

The retailer will also introduce a next-day delivery option where customers can place an order by midnight to be guaranteed next-day delivery for £9.99.

Ao.com is considering a float on the stock market. Roberts said it was still “considering all options” and that “nothing was imminent”.

The retailer would use any investment into its overseas push. Roberts said the retailer is scouting out locations in Europe for its first business outside the UK, where it will set up a distribution centre to deliver white goods.

The retailer, which changed its name to Ao.com earlier this year to faciliate a move into other categories, has started to broaden its range and has introduced smaller items such as kettles, irons and coffee machines to its site. Roberts said it would expand this further next year.