Caitlin Fitzsimmons Online editor

Caitlin covers social media, marketing and technology and is BRW's social media editor. She has worked as a journalist in Sydney, London and San Francisco, writing for titles including The Guardian and The Australian Financial Review.

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Is this the fastest online delivery ever?

Published 12 October 2012 05:26, Updated 13 October 2012 04:42

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Is this the fastest online delivery ever?

Want It Now’s Emma Cronin (left) and Fiona Pearse offer customers guaranteed delivery slots, twilight delivery and a countdown service so people know exactly when their goods will arrive. Source: Spectrum Communications

When sisters Emma Cronin and Fiona Pearse read about UK retailer Aurora Fashions delivering an online shopping order within 16 minutes, they thought “we can beat that”.

The logistics and transport entrepreneurs think their new business Want It Now probably holds the new world record with a delivery time of seven minutes earlier this year. That’s how long it took from the time a customer ordered glasses frames from Sneaking Duck to the delivery via bicycle courier to an address nearby in the Sydney CBD.

“We’re in the business of instant gratification,” says Pearse.

The Want It Now service partners with retailers to offer three-hour delivery, with guaranteed delivery slots, twilight delivery and a countdown service online and on smartphone apps so that the consumer knows exactly when the courier will arrive. It also offers the same easy pick-up service at a low price point for returns.

It helps that Pearse and Cronin inherited a successful transport business, Mail Call Couriers, which already had strong technology to dispatch and track packages by guaranteed delivery slot. It helps too that the sisters are avid online shoppers who believe they know exactly what consumers want from an online retail experience.

Mail Call Couriers already offered three-hour delivery to its retail partners and has been doing 4000 to 5000 deliveries a day in Sydney and more than 1000 in Melbourne. Yesterday the company launched Want It Now as a consumer brand with an advertising blitz on radio and the backs of buses. The company plans to expand to Brisbane by Christmas or in the new year and Perth soon after.

“For Aussie retailers, it can give them an edge over international sites. They might not be able to compete on price or even range of products but they can compete on speed of delivery and that is so important for our beautiful Australian brands,” Cronin says.

I am researching a story on innovation in Australian retail and would love to hear from you. Email me at caitlin.fitzsimmons@afr.com.au or leave a message via Facebook below.

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