Deliveroo’s VP of Grocery and Retail on the Future of On-Demand Shopping

Suzy McClintock, the Vice President of Grocery and Retail at Deliveroo, has had a career marked by a series of unexpected turns and strategic moves. In a recent interview with Talking Shop, she opened up about her unconventional career path, the evolution of grocery and retail in the on-demand space, and how Deliveroo is poised to change the way people shop and retailers operate going forward.

A Career Driven by Technology and Customer Obsession

McClintock’s career journey began in the world of television, film, and advertising before she transitioned into technology. Reflecting on this transition, McClintock described her career as a “classic squiggly career,” noting that her early experiences in television helped shape her focus on the customer. She shared, “I learned a lot during that time period. I don’t have any regrets.”

Her interest in technology eventually led her to pursue an MBA at Imperial College, a decision she credits with opening new doors, including her eventual move to Amazon. McClintock described her attraction to Amazon as stemming from the company’s innovative culture and the smart, down-to-earth people she encountered during the recruitment process. “The people I met from Amazon were super interesting, really smart, very down-to-earth. And that really appealed to me,” she said.

At Amazon, McClintock’s roles ranged from launching the marketplace businesses in Australia and Singapore to leading strategy for Amazon’s grocery operations outside the U.S. These experiences prepared her for her eventual role at Deliveroo, where she now oversees grocery and retail operations across all markets. Reflecting on her time at Amazon, she said, “It gave me a good grounding in e-commerce and retail but also allowed me to kind of expand my areas of interest.”

Deliveroo’s Expansion into Grocery and Retail

McClintock joined Deliveroo to lead its UK grocery business, a position that leveraged her dual expertise in marketplace and grocery operations. Describing this move as a natural progression, she explained, “Deliveroo is that kind of perfect intersection of both marketplace and grocery.” Today, McClintock oversees Deliveroo’s grocery and retail strategy globally, responsible for everything from product development to local market adaptation.

When discussing Deliveroo’s appeal, McClintock highlighted the deep satisfaction that comes from making life easier for customers. “Everyone loves feeding people and…everyone is inherently a little bit nosy potentially. You get to see what people put in their shopping baskets,” she said, hinting at the joy she finds in enhancing the shopping experience for users.

Understanding Local Markets and Their Nuances

One of the complexities of McClintock’s role is managing Deliveroo’s presence in diverse markets, each with its own unique characteristics. She emphasised that “there really is no one size fits all for our business across the different markets in which we operate,” underscoring the importance of understanding local customer needs. For instance, she pointed out how online grocery retail in the UAE has skipped the traditional booking slots entirely, moving straight to an on-demand model. “Most customers or the entire grocery industry that’s online [in the UAE] is through on-demand,” she noted.

In contrast, the UK market was already primed for Deliveroo’s model due to its high online penetration rates and existing trends towards top-up shopping. McClintock explained, “British people don’t like going to shops if they can avoid it or love the convenience of having it delivered to their homes.”

Deliveroo’s Vision for the Future of Retail

McClintock was candid about Deliveroo’s ambitions beyond grocery delivery, aiming to transform the platform into a broader retail hub. “Our company mission is to change the way people shop and eat, to transform the way people shop and eat,” she said. Deliveroo’s retail partnerships with brands like Boots, B&Q, and The Perfume Shop are part of this strategy, enabling customers to get more than just food delivered to their doorsteps.

The move into non-grocery retail is driven by customer demand. McClintock shared that users were frequently searching for items like “lightning cables, t-shirts, and beauty products” on the app. “It’s not really about us deciding to go into retail; it’s about consumers telling us, ‘I want to find these things.’”

Building Strong Retail Partnerships

Deliveroo’s relationships with its retail partners have evolved significantly, according to McClintock. While initial collaborations varied in enthusiasm, she noted that today’s retail partners are much more engaged. “What I’m really proud of is in the time that I’ve been at Deliveroo we’ve built really strong relationships with all of our existing partners,” she said, emphasising the importance of collaborative growth.

These partnerships aren’t just about logistics; they’re about creating a symbiotic relationship that benefits both the retailers and Deliveroo. McClintock mentioned, “Our delivery radius massively increases the reach for brands, allowing them to access customers who are 30 minutes away.”

Opportunities and Challenges in a Shifting Retail Landscape

McClintock views the current state of retail with a mix of optimism and pragmatism. She acknowledged the challenging macroeconomic environment but expressed confidence in Deliveroo’s ability to innovate and adapt. “If you don’t have challenges, then there isn’t the pressure to be inventive and innovative,” she said, emphasising that obstacles are a catalyst for progress.

She also highlighted the potential for Deliveroo’s model to revive high street retail by integrating physical stores into their delivery network. “A physical store becomes meaningful and valuable again in a way if people are moving away from the high street,” she stated, noting that the convenience of on-demand delivery could reinvigorate brick-and-mortar shops.

Looking Ahead: The Evolution of On-Demand Shopping

McClintock is enthusiastic about the future, envisioning an expanded role for Deliveroo in shaping consumer expectations around speed and convenience. She sees an opportunity to integrate shopping journeys from multiple retailers into a seamless experience, mimicking the variety of a traditional high street visit. “The beauty of our platform is that we will be able to offer customers the ability to fulfil their mission from multiple shops,” she said.

Deliveroo’s recent innovations, such as the “top-up orders” feature that allows customers to add grocery items to their restaurant orders, exemplify the company’s unique positioning in both the restaurant and retail spaces. McClintock described this feature as a game-changer, adding, “It’s those types of innovations that are really exciting because they are things that we as a platform are uniquely placed to offer to customers.”

Conclusion: Shaping the Future of Retail

As McClintock looks to the future, she remains focused on Deliveroo’s mission to transform the way people shop and eat. She is acutely aware of the challenges ahead but views them as opportunities for innovation. “The hardest thing for us is going to be choosing what to do and really what not to do,” she mused, highlighting the vast potential for growth and experimentation.

McClintock’s journey from television to technology and now to the forefront of on-demand retail reflects her passion for blending customer obsession with cutting-edge innovations. With leaders like her steering the ship, Deliveroo is well-positioned to redefine the future of retail, one delivery at a time.