Waitrose is considering using mobile phone GPS technology to know when customers are close to stores to pick up online shopping orders.
The Daily Telegraph says Waitrose may use the technology as part of its click and collect offering, which sees customers ordering their groceries then driving to a store to pick them up.
Sources have told the paper that a smartphone app would relay the customer's geographic position so staff could prepare the order.
Such a system could also be used for a location-based shopping platform, which would enable registered Waitrose customers to be sent offers or coupons when they came near a store.
Waitrose told the paper that as yet there were no firm plans to trial GPS technology for click and collect, but that it was one of a number of ideas being studied to improve customer service.
A Waitrose spokeswoman told the Telegraph: "We are always looking at ways to personalise the shopping experience when a customer places an online order.
"This could include the delivery of real time updates and recognition of when a customer comes within the vicinity of one of our shops."
Waitrose currently allows customers to pick up food ordered online at around 160 outlets.