Deliveroo has launched virtual store fronts for its retail partners, with electronics brand Maplin and lingerie retailer Ann Summers the first to launch through the service.

The company said retailers can now create fully-branded virtual storefronts within the Deliveroo app to offer customers an improved consumer experience.

Delivery will be fulfilled via the company’s Deliveroo HOP sites, which are used for rapid grocery delivery, in London and Cambridge.

Both brands are currently available through the Deliveroo app but will increase the number of items available to purchase through the virtual store fronts.

Deliveroo said the that the service enables more flexibility to build a brand specific range, improves their discoverability on the app, and enhances the customer brand experience by providing tailored shopping journeys that reflect each brand’s identity and purpose.

Through the virtual store fronts, Deliveroo added that brands will also be able to increase their reach, serving customers where they lack a physical store.

“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,” said Suzy McClintock, VP of new verticals at Deliveroo. “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.”

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