BOLTON-based electrical retailer AO.com has boosted customers' delivery order options after teaming up with location specialist firm what3words.

People will soon be able to provide an address for their preferred desired delivery place – be in the front door, side entrance or a safe place.

Delivery drivers will have access to an app with which customers can share their what3words address.

The idea was rolled out after research by what3words found that using a traditional street address for delivery will only take the driver to 30 per cent of the front doors of houses with rural areas worse affected.

AO began piloting the technology earlier this year, and it proved to be a hit.

Managing director of AO Logistics, Dave Ashwell added: “It can be difficult for our drivers to find certain addresses, due to duplicated road names, the UK’s many unnumbered houses and single postcodes covering extensive rural areas.

"Our new partnership with what3words means we can always deliver to exactly the right location and guarantee our customers the excellent AO experience, regardless of where they live.”

Co-founder and CEO of what3words, Chris Sheldrick said: “I grew up in a rural part of Hertfordshire, and constantly felt the frustrations of poor addressing.

"I’d have to flag down delivery drivers who drove past our house, and as we shared a postcode with our neighbours, spent my childhood running their parcels over to them.

"It’s great to see AO, who are often delivering large appliances and need incredibly accurate drop-off locations, roll out what3words.”