Frozen food chain Iceland plans to launch a click and collect online ordering option after relaunching its delivery business last year.
Iceland scrapped online delivery eight years ago after it failed to gain traction but it resurrected the service after a trial early last year.
It aims to offer customers the option of picking up orders in 540 of its 800 stores by April and, at the same time, will offer free home delivery from 85 per cent of its stores on orders over £35.
'We need to be there with click and collect as it is one of the fastest growing areas on the high street,' John Mackie, Iceland's ecommerce chief, told the Grocer.
Tesco, Asda and Waitrose are all well established in the click and collect arena and are variously testing the possibility of drop off points for collection at libraries, tube stations and refrigerated lockers.
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