Ann Summers and Maplin launch virtual storefronts through Deliveroo

Deliveroo has announced the launch of a new virtual store concept for retailers, with Ann Summers and Maplin Electronics named as the first to use virtual storefronts through the app.Available to customers in London and Cambridge, their fully-branded virtual storefronts will operate within the Deliveroo app to offer customers an “elevated consumer experience” with rapid deliveries. 

All products will be housed and delivered from Deliveroo HOP stores. While both brands are currently available through Deliveroo HOP, the storefronts will allow them to increase the number of items available to buy. 

Deliveroo said the launch will also allow retailers to 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”. 

Brands will also be able to increase their reach by serving customers where there is no physical store presence.

Suzy McClintock, VP of New Verticals at Deliveroo, said: “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. 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.” 

A spokesperson at Ann Summers added: “Launching our virtual storefront on Deliveroo Hop is an exciting step in making Ann Summers even more accessible and responsive to our customers’ needs. This collaboration marks a bold and exciting step forward for the accessibility of sexual pleasure in today’s climate. We are proud to deliver convenience, confidence, and empowerment directly to our customer, faster than ever before.”

Ollie Marshall, managing director, Maplin Electronics, said: “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.

“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.”