Argos is trialling a same-day delivery service in London which will allow customers the option of having their reserved item couriered in as little as 90 minutes.

The move is aimed at the customers using its Check & Reserve online service. Prices for customers with London postcodes start at £4.95. The multi-channel retailer is piloting the initiative for six months through a partnership with Shutl, a same-day delivery start-up company.

Argos director of marketing operations, Ross Clemmow, said the service is part of the retailer’s plans to extend the potential of Check & Reserve.

He said: “Check & Reserve customers in the trail catchment area will still receive the convenience of securing stock availability, with the optional choice and convenience benefit of having it delivered to them fast, at a time that suits.”

In its full year results for 2009/10, Argos’ parent company Home Retail Group reported that 22% of Argos’ total sales were from customers using its Check & Reserve service for in-store collection. The function grew by 36% for the second consecutive year.

Customers reserving items online will be given the option to choose Shutl delivery and will also be offered quotes for having it delivered immediately or later. Once the order has been confirmed, Shutl will send out a tracking email that shows the progress of the delivery in real time. One hour delivery slots will be available between 9am and 9pm, seven days a week.

Products reserved through Check & Reserve are held for in-store for two trading days and participating customers can choose a delivery time within those 48 hours.