Notonthehighstreet.com (NOTHS) is making waves as it gears up for peak trading. Back in September, they announced a partnership with Deliveroo, marking a notable shift in how online marketplaces can offer speedy delivery. This puts NOTHS in an interesting position, as they join a growing list of non-food retailers, starting with Screwfix last year, to tap into Deliveroo’s rapid fulfillment options. Other brands like B&Q, Ann Summers, Wilko, and The Perfume Shop have also jumped on board in 2024, giving London shoppers quick access to their products.
With this new collaboration, Deliveroo customers can now order personalized gifts right when they need them, thanks to 15 brands under the NOTHS umbrella and special offerings from partners like Hurley Burley, a luxury jewelry and accessories retailer. Paul Wilkinson, Deliveroo’s product director, pointed out on LinkedIn that this partnership means customers can easily access up-to-date product information. He praised the team’s effort, noting the sophisticated API developed specifically for grocery and retail partners.
However, when you look closely, the direct technical integration between NOTHS and Deliveroo is still a work in progress. Dan Lake, NOTHS’s VP of technology, mentioned that the connection occurs through the brand partners rather than an in-house system, showing their approach to the partnership is about brand visibility.
“This partnership makes sense for us,” Lake said, sharing that while they didn’t make tech investments right away, they anticipate needing to invest if they want to scale this partnership nationwide. For NOTHS, it’s a chance to refine their platform for future integrations.
Since launching in 2006, NOTHS has focused heavily on enhancing consumer experience. But Dan Lake, who joined from Gymshark, is now steering the company to rethink its technology strategy. “We’ve underinvested in the backend,” he admitted, emphasizing the need to go back to NOTHS’s roots – supporting small UK businesses.
Lake categorized NOTHS’s customer base into two segments: the end consumer and the small brands using the platform. Recognizing this dual focus is critical, especially when deciding where to allocate resources.
Reporting directly to CEO Leanne Osbourne, Lake views his primary challenge as reshaping NOTHS’s tech landscape. Unlike his previous role at Gymshark—where building the technology infrastructure was essential during a period of rapid growth—NOTHS is now shifting focus to sourcing technology externally. “We want to buy the tech that we need instead of building everything,” he said.
The company is racing against the clock to modernize. One of their first steps was migrating promotional capabilities to a third-party platform called Talon One. “It’s a significant change for our engineering team,” Lake explained. This allows them to better manage promotional campaigns while freeing up tech resources for other investments.
With around 450,000 products on the platform, FINDING the right ones to showcase is no small feat. Lake highlighted the ongoing efforts to improve data quality and product information management, making the search and discovery process smoother.
Lake is keenly aware of the potential of AI in this space and is strategically looking for partners who can enhance their offerings. “With AI on the rise, we’ve been exploring how to leverage it effectively,” he said, but recognized the importance of streamlining operational processes first.
Under his leadership, the tech team is streamlined but inclusive, encompassing roles from IT infrastructure to cyber security and product management. “Good people are drawn to a solid culture,” Lake added, underscoring the team’s shared mission to enhance the experience for both customers and the thousands of sellers on the marketplace. The partnership with Deliveroo could pave the way for new opportunities, but the underlying tech improvements will be critical to its success.
