THE UK's leading online retailer of DVDs is celebrating the immediate success of its revolutionary new way of doing business on the net.

In a market-leading initiative, Swindon-based DVD-plus is changing the way people can pay for their goods.

Customers are able to order DVDs at cost price and, provided they feel the service is worth it, they can leave an e-tip.

Once logged on to www.dvdplus.co.uk customers will see each movie title listed at cost price, plus postage and packing, also at cost.

They are then invited to pay a supplementary charge an e-tip based on their assessment of the service they receive.

It's just like leaving a tip for good service in a restaurant or hotel, except at DVDplus the products are offered at cost price with no mark-up.

DVDplus managing director Bryan Welsh, says: "Too many online retailers are long on promise and short on action.

"Consumers are often frustrated by poor service, inaccurate order processing and inexplicable delays.

"We don't think they should be made to pay for that, so we're challenging the old order.

"At DVDplus, we have always worked hard to provide consistent and unbeatable levels of customer support and personal service.

"We offer top titles at low prices, 24-hour order turnaround and a help-desk that is actually helpful.

"What's more, with e-tip ordering, we are prepared to stand by these qualities and put purchasing power firmly in the hands of our customers.

"Quite simply, if they don't rate our service, they don't pay for it.

"And judging by the initial response people do like it and we are looking to at least double our turnover between now and Christmas.

"With DVDplus, the online shopper is able to get the best of both worlds the cheapest DVDs available with the best possible customer service.

"For us, e-tip ordering means that our profits will come entirely from the way we look after our customers.

"But the good news is that for them it offers much more a new confidence in online ordering."