Wincanton is set to offer its customers a wider choice of delivery options after forging a partnership with technology provider Sorted.

The partnership will see Wincanton integrate its e-fulfillment service with Sorted’s carrier management platform SortedPRO, which brings together warehouse management systems.

The Software as a Service (SaaS) product will allow Wincanton to offer customers a broader range of delivery options and trackable deliveries by organising carrier allocation and by managing performance from a single dashboard.

Paul Durkin, Wincanton home and eCommerce director, said the rise of online sales is putting businesses under pressure to improve customer service levels and widen their range of delivery options.

He added: “Our new partnership with Sorted helps Wincanton’s retail customers to respond to this challenge. By integrating Wincanton’s e-fulfilment service with Sorted’s carrier management platform, we’re able to help retailers expand consumer choice when it comes to delivery, whether it be time-specific delivery, nominated day or click + collect. And we can offer greater visibility of their purchases from the moment they buy them.”

David Grimes, Sorted CEO and founder, said Sorted’s research suggests 59% of shoppers think retailers should offer even faster fulfilment.

“Competitive advantage can be won or lost on a retailer’s ability to put the customer in control of crafting and defining what perfect delivery looks like to them on that buying occasion – and this means offering a wider range of the best available delivery options, at different pricing bandings, and trackability at each stage,” said Grimes.

He added: “In joining forces with Wincanton, and combining our technology with their resources and expertise, we plan to bring ‘final mile’ delivery into the 21st Century.”

Wincanton rival Eddie Stobart has been reaping the benefits of its purchase of e-commerce management firm iForce last year.