Waitrose & Partners is extending the trial of its ‘While You’re Away’ service following a successful launch, expanding from 300 postcodes to 818.

Following positive feedback and regular use of the service from the initial 50 customers who have taken part in the trial, the supermarket will  increase the number of customers participating in phase two of the trial by 200 percent.

The purpose of extending the trial to a wider customer base is to gather more information and data before potentially rolling it out more broadly in the future.

“Having to stay home for a delivery can be incredibly disruptive to your day and many of our customers now demand more flexibility," said Richard Ambler, head of business development at JLP Ventures.

“This service has great potential to revolutionise the way people do their shopping in the UK and the goal of extending this trial is to find just how much of an appetite there is for the service. So far, the response from customers has been hugely positive and we welcome anyone that is interested in the service to visit our website and sign up.”

Waitrose & Partners is the first UK supermarket to deliver groceries to customers inside the home and put them away while they are out. In addition to the extended trial, the supermarket is also looking at other potential services to be added to ‘While You’re Away’ in the future.