Instacart has announced it is set to begin testing a ‘favourite shopper’ feature that allows customers to schedule an order with a specific shopper after a positive experience.

In a blog post on its website the company said: “We often hear that both customers and shoppers would love the ability for a customer to schedule an order with a specific shopper after a great experience, and we’re thrilled to share that we will soon be testing this long-sought-after feature in a pilot experiment.”

The pilot will start in the coming weeks in various regions throughout the U.S. with select shoppers and customers receiving an email letting them know they can test the new feature. It is the latest initiative to be introduced as retail and e-commerce firms globally continue to look for ways to enhance customer loyalty and drive repeat purchases.

Instacart said by allowing customers to “favourite” repeat shoppers they know and trust, they can place orders with greater confidence while shoppers can develop a deeper connection with their customers.

Shoppers will be able to see which of their customers have favourited them and may remove them should they wish to do so, which means they can also  customise their shopping experience and earn in a way that works best for them.

Instacart added: “To ensure that we are building the best product possible, we will continue to test the favourite shopper feature throughout the coming months. We’re excited for this pilot to kick off and look forward to hearing from customers and shoppers in the test regions about their experience.”