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Online fashion retailer Zalando is currently running its first geolocation-based delivery test in Europe in Belgium in partnership with local start-up Parcify.

The concept is aimed at customers who aren't able to wait in for their deliveries at home or at work, instead, they could use the new service to allow the couriers to use the geolocation on the customer's smartphone to deliver the package.

The test will be carried out for three months in the cities of Brussels, Ghent and Antwerp and customers participating will be able to choose when and where they want their parcel to be delivery, and they will also be able to change the time and place of delivery at short notice using smartphone-enabled GPS tracking.

Zalando have stated that the idea is to “innovate the shopping experience making it even more personal and frictionless” as part of their focus on “reducing the barriers of online shopping”.

For customers to use the new service they need to download the Parcify app and when shopping add the special ‘Parcify address’ for their delivery. This will mean that once the parcel has been delivered to the courier the customer will be informed via push notification to specify their preferred geolocation and time. With customers able to schedule deliveries seven days a week from 7am until midnight.