Deliveroo has launched a new virtual store concept for retailers, powered by its network of on-demand delivery-only HOP stores.
Retailers can now create branded virtual storefronts within the delivery firm’s app to improve the consumer experience. Meanwhile, all products will be housed and delivered rapidly from the Deliveroo HOP sites.
Maplin Electronics and Ann Summers are the first to partner with Deliveroo to offer a virtual store, which will initially be available to consumers in London and Cambridge.
Deliveroo noted that the launch brings a number of new benefits to retailers. Partners will have more flexibility to build a brand-specific range, improve their discoverability on the app and enhance customers’ brand experience by enabling “tailored shopping journeys that reflect each brand’s identity and purpose”. The virtual storefronts will also increase the retailer’s reach, serving customers in areas where they lack a physical store.
“We’re delighted to bring virtual storefronts to Deliveroo HOP, a huge step forward in elevating the way retailers can engage with customers through the app,” said Suzy McClintock, VP of New Verticals at Deliveroo.
“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.
“Virtual storefronts are our latest retail innovation as we continue to expand our offer in this area, with more selection and an enhanced experience for brands and consumers alike.”
Ollie Marshall, Managing Director, Maplin Electronics, commented: “Since the closure of Maplin Electronic’s high street stores, we’ve been committed to reimagining 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.
“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.”
NAM Implications:
- At the very least, these virtual stores provide a way for retailers that have closed down their physical estate…
- …to capitalise of their residual brand value as retailers.
- But the real payoff will occur for those online/physical retailers that are willing to explore creative options re providing a bespoke and unique experience for consumers …
- …first!
