Maplin Electronics and Ann Summers will be among the first brands to trail Deliveroo’s new virtual storefronts. The launch of its dedicated digital storefronts will allow retailers to create personalised and brand-rich shopping journeys within the Deliveroo app, while benefiting from on-demand, rapid deliveries via Deliveroo HOP.

Using the storefronts, retailers and brands selling on the qcommerce platform can build brand specific ranges in the app, helping to improve discoverability as well as enhancing experiences for shoppers by curating shopping journeys that reflect each brand. Suzy McClintock, VP of New Verticals at Deliveroo, described the storefronts as a “huge step forward in elevating the way retailers can engage with customers”, adding that it enables retailers to build a “digital extension” of their own sales channels and brand worlds.

“Our virtual storefronts offer retailers a personalised digital extension to their physical stores or existing online channels, meaning customers receive a bespoke experience and continue to benefit from our rapid delivery times.”

Suzy McClintock, VP of New Verticals, Deliveroo

The move will also help retailers reach new customers through the Deliveroo HOP fulfilment network, especially where, in the case of Maplin, they don’t have a physical store presence.

“Since the closure of Maplin Electronic’s high street stores, we’ve been committed to re-imagining how we serve our customers, especially in those urgent ‘need it now’ moments, whether it’s replacing a charger, fixing a cable issue, or grabbing a last minute tech essential,” Ollie Marshall, MD of Maplin Electronics, said. “Our goal is to be the most convenient electronics brand in the UK, and launching a Maplin Electronic storefront powered by Deliveroo Hop is a major milestone in delivering on that promise.”

“We’ve put our best-selling tech just minutes away from our customers’ doorsteps, all at the great value and competitive prices people expect from us. This is a natural step in our broader strategy to be wherever our customers need us — online, mobile, and now, on demand.”

Ollie Marshall, MD, Maplin Electronics

While Maplin was already available on Deliveroo HOP, it will now offer an extended range of its electricals, including smart home gadgets, chargers and digital cameras, via the new storefront. Ann Summers will also extend its offering available on its digital Deliveroo storefront to become “even more accessible and responsive to customers’ needs”, its spokesperson said.