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4. The affordable delivery race

Collect plus

Logistics were in the spotlight, as Amazon blazed a trail by introducing a one-hour delivery service to shoppers in zone 1 of central London.

Launched in June, the Prime Now service costs £6.99 on orders over £20 and is currently only accessible to Prime subscribers. Amazon also rolled out free same-day delivery for Prime customers within a two-hour delivery slot between 8am and midnight.

From same day delivery to click-and-collect, in June John Lewis surprised the industry by announcing its intention to charge a £2 fee for click-and-collect purchases costing less than £30. Just a week later Marks & Spencer went the other way, extending its free click-and-collect service to over 100 Simply Food franchises in motorway service stations, railways, hospitals and airports.

Then in November young fashion etailer Missguided became the first business to sign up to ToYou, Asda’s new click-and-collect service that allows shoppers to pick up and return online orders from third-party brands at any of the supermarket’s 614 stores.

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